Quotation Thürridl, Carina, Kamleitner, Bernadette. 2016. What Goes Around Comes Around? Rewards as Strategic Assets in Crowdfunding. California Management Review 58 (2), 88-110.




In crowdfunding, rewards can make or break success. Yet reward design, choice, and planning still occur based on availability rather than strategy. To address this challenge, this article provides an empirically derived crowdfunding reward toolbox offering guidance in strategically selecting rewards. Based on a large scale analysis of successful and unsuccessful Kickstarter projects, this article classifies rewards that are currently offered along eight dimensions. It identifies emerging patterns and derives five strategic core tools and two add-on tools. Finally, it delivers exploratory insights into the relative effectiveness of different tools that can facilitate decision making and strategic planning for entrepreneurs and individuals who plan to launch a crowdfunding project and who seek ways to reward their supporters.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal California Management Review
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, INF-A, STRAT-B, VW-C, WH-A
Language English
Title What Goes Around Comes Around? Rewards as Strategic Assets in Crowdfunding
Volume 58
Number 2
Year 2016
Page from 88
Page to 110
Reviewed? Y
URL http://cmr.berkeley.edu/search/articleDetail.aspx?article=5813
DOI http://dx.doi.org/10.1525/cmr.2016.58.2.88


Thürridl, Carina (Former researcher)
Kamleitner, Bernadette (Details)
Institute for Marketing and Consumer Research IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5320 Marketing (Details)
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