Woohoo TinkerBots! The Marketing Effect of Crowdfunding

ISBN
978-0-9966831-3-5
Type
conference paper
Date Issued
2016-12-11
Author(s)
Kunz, Michael Marcin
;
Bretschneider, Ulrich
;
Research Team
CCC, Crowdworking, IWI 6
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.
Language
English
Keywords
Crowdfunding
Entrepreneurship
Indiegogo
Marketing Mix
Teaching case
HSG Classification
contribution to practical use / society
Book title
Proceedings of the International Conference on Information Systems - Digital Innovation at the Crossroads, ICIS 2016
Publisher
Association for Information Systems
Publisher place
AIS Electronic Library (AISeL)
Event Title
37th International Conference on Information Systems (ICIS 2016)
Event Location
Dublin, Ireland
Event Date
11.-14.12.2016
Official URL
URL
Subject(s)

other research area

economics

business studies

Division(s)

IWI - Institute of In...

Eprints ID
249307
File(s)
Thumbnail Image

open.access

Name

JML_594.pdf

Size

5.41 MB

Format

Adobe PDF

Checksum (MD5)

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