Strategies for reward-based crowdfunding campaigns

Beitrag in einer Fachzeitschrift

Details zur Publikation

Autor(en): Kraus S, Richter C, Brem A, Cheng CF, Chang ML
Zeitschrift: Journal of Innovation & Knowledge
Verlag: Elsevier
Jahr der Veröffentlichung: 2016
Band: 1
Heftnummer: 1
Seitenbereich: 13-23
ISSN: 2444-569X
Sprache: Englisch


Crowdfunding represents an alternative way of funding entrepreneurial ventures – and is attracting a high amount of interest in research as well as practice. Against this background, this paper analyzes reward-based crowdfunding campaign strategies and their communication tools. To do this, 446 crowdfunding projects were gathered and empirically analyzed. Three different paths of successful crowdfunding projects could be identified and are described in detail. Practical implications of crowdfunding strategies are derived, and are dependent on the required sales effort and the project added value. The terms communicator, networker and self-runner are created for this crowdfunding strategy and filled with practical examples. This paper contributes to the literature in different ways: first, it sheds more light on the developing concept of crowdfunding, with an overview of current academic discussions on crowdfunding. Furthermore, the analysis of success factors for crowdfunding initiatives adds to an emerging area of research and allows entrepreneurs to extract best practice examples for increasing the probability of successful crowdfunding projects under consideration of the key influencing factors of communication.

FAU-Autoren / FAU-Herausgeber

Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement

Autor(en) der externen Einrichtung(en)
Asia University / 亞洲大學
Lappeenranta University of Technology
Universität Liechtenstein


Kraus, S., Richter, C., Brem, A., Cheng, C.-F., & Chang, M.-L. (2016). Strategies for reward-based crowdfunding campaigns. Journal of Innovation & Knowledge, 1(1), 13-23.

Kraus, Sascha, et al. "Strategies for reward-based crowdfunding campaigns." Journal of Innovation & Knowledge 1.1 (2016): 13-23.


Zuletzt aktualisiert 2018-09-11 um 13:12