上海财经大学中欧平台举办形势报告会 和哲学社会科学报告会、研讨会、讲座、论坛审批表



主办部门

市场营销系

 

讲座主题(会议名称)

 

Marketing Strategies in Reward-Based Crowdfunding

现场负责人

孙琦

联系电话

65906917

举办时间

11月19日,14:00 — 15:30

举办地点

中欧平台武东路校区526

活动参与人数规模

 

20

联络人及联系电话

刘益如

65907868

主讲人姓名、单位、职称/职务及简历(外籍人士同时注原文)

王鹏,天津大学管理与经济学部市场营销系讲师

讲座内容摘要(会议议程)

Reward-based   crowdfunding platforms such as Kickstarter have become a popular choice by   entrepreneurs to launch new businesses. This paper examines how quality,   pricing, and advertising strategies are affected when a new product is   introduced through crowdfunding rather than the traditional model of market   entry whereby firms develop, produce, and sell the product through a   distribution channel. Our analysis shows the all-or-nothing (AON) feature of   crowdfunding, in which an entrepreneur does not produce or sell anything   unless the project goal is met, leads to two important yet distinct benefits.   First, as a direct effect, AON helps safeguard against poor market conditions   for the new product. Second, as an indirect effect, demand safeguard allows   the entrepreneur to advertise more, produce higher quality, charge a higher   price, and receive higher profits. We also show advertising and quality   decisions complement each other in equilibrium. Furthermore, we find that,   different from conventional wisdom, the safeguarding benefits in crowdfunding   enable the entrepreneur to receive higher profits when the uncertainty in   market size is greater.

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