Woohoo TinkerBots! The Marketing Effect of Crowdfunding

Marcin Kunz, Michael and Bretschneider, Ulrich and Marco Leimeister, Jan Woohoo TinkerBots! The Marketing Effect of Crowdfunding. International Conference On Information (ICIS).

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Abstract

Crowdfunding is increasingly gaining attention in theory and practice as a financing instrument for a variety of different projects. Besides fundraising, crowdfunding also serves as a marketing tool. To better understand this effect, we developed a teaching case based on an interview with the company Kinematics about their successful crowdfunding campaign “TinkerBots”. The multifaceted teaching case explains crowdfunding as a marketing tool by discussing the “4P” marketing mix (product, price, promotion, and placement). Our teaching case further familiarizes students with the basics of crowdfunding, including the different forms of crowdfunding and the risks and opportunities associated with crowdfunding. Our teaching case is designed for postgraduate or advanced undergraduate students of information systems and business administration, as well as for students pursuing Bachelor or Master level studies in economics or information science. It can also be used in practice-oriented MBA courses, where students analyze and solve real world business challenges.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
T Technology > T Technology (General)
Divisions: Faculty of Industrial Engineering and Informatics > Information System
Depositing User: staff repository 3
Date Deposited: 07 Aug 2018 14:20
Last Modified: 07 Aug 2018 14:20
URI: http://repository.ittelkom-pwt.ac.id/id/eprint/2408

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