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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