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Reward-based Crowdfunding [chapter]

Michael Marcin Kunz, Ulrich Bretschneider, Jan Marco Leimeister
2020 Springer Reference Wirtschaft  
doi:10.1007/978-3-658-17345-6_88-2 fatcat:oc4r6vt2rjcm3frb6rryds3jxm

Woohoo Tinkerbots! The Marketing Effect of Crowdfunding

Michael Gierczak, Ulrich Bretschneider, Jan Marco Leimeister
2016 Social Science Research Network  
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,
more » ... romotion, 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. success can be determined early", Matthias underlines. Matthias is the Chief Executive Officer and Cofounder of 'Kinematics', a German startup company from Berlin, which offers a toy building-set called TinkerBots, consisting of easy-to-add robotics. The person addressed is John, a trainee at Kinematics'. He nods thoughtfully and says, "I know about the growing competitive pressure. It's getting increasingly difficult to assert a company on the market, even with promising new innovations." "True," Matthias continues, "but the faster and more successful a novelty asserts itself on the market, the greater is the potential for its success. Therefore, the communication strategies, the marketing during and also before the planned launch becomes highly important. To optimize the communication, companies are constantly looking for ways to influence the customer even before the new product is introduced. So to ensure our company's success, it's important for us, not only to provide a compelling value proposition, but also to communicate this value to the customers. That's why we try to achieve a rapid spread of our kits and to avoid any kind of starting problems. We simply cannot afford a slow start with weak sales after the launch. All we need is a marketing strategy that makes our TinkerBots known to the public at large. We have scheduled a meeting tomorrow at 10 a.m., in which we want to develop a marketing program. John, you can join us, if you want." Those challenges were not new to John. In several lectures at his university he had heard about the problems startups as well as established companies had during their introductory phase on the market. He remembers that many companies had problems to develop marketing programs, advertisements, TV spots, sponsorships and so forth, without knowing about their specific effects on the market. Only products or services that served the customer and solved a certain problem created real value. They had to meet an equivalent demand. This, so his lecturers said, separated the wheat from the chaff. Some products established on the market quickly, while others flopped. Heading home from work, John was pondering with the question, which marketing measures would work best for Kinematics' TinkerBots. Suddenly an idea arose in his head. In his business informatics lecture last semester, he had learned about crowdfunding, a community financing strategy, where an undefined crowd sponsored a project with the aid of a web-based open call.
doi:10.2139/ssrn.3159164 fatcat:liu7ci2kbfbztidov63pq7s4ii

Crowdfunding zur Gründungsfinanzierung von Startups aus dem universitären Bereich [chapter]

Nikolaus Lipusch, Ulrich Bretschneider, Jan Marco Leimeister
2017 Crowd Entrepreneurship  
Crowdfunding gewinnt als Instrument der Innovations-und Gründungsfinanzierung immer mehr an Bedeutung. Innerhalb der letzten 5 Jahre entwickelte es sich von einem Nischenthema hin zu einer ernstzunehmenden Alternative zu hergebrachten Finanzierungsmethoden. Diese Arbeit beschäftigt sich mit der Frage, ob und in wie weit die verschiedenen Crowdfunding-Methoden bereits für die Gründungsfinanzierung im universitären Umfeld genutzt werden. Hierfür werden zunächst der Begriff Crowdfunding an Hand
more » ... vorhandenen wissenschaftlichen Literatur definiert und die Grundlagen der Gründungsfinanzierung und die besonderen Probleme von universitären Gründungen beschrieben. Im weiteren Verlauf wird, mit Hilfe einer Kombination aus einem Fragebogen und Experteninterviews eine empirische Erhebung zu der bisherigen Nutzung von Crowdfunding zur Gründungsfinanzierung an deutschsprachigen Hochschulen durchgeführt und ausführlich dargestellt. Ziel ist es, den aktuellen Entwicklungsstand des zur Startup-Finanzierung genutzten Crowdfundings und weitere Anwendungsmöglichkeiten und Forschungsfelder in diesem Bereich aufzuzeigen.
doi:10.1007/978-3-658-17031-8_11 fatcat:hvqwfcazzjfppfcz7scr5valbi

Deciding Substitutability of Services with Operating Guidelines [chapter]

Christian Stahl, Peter Massuthe, Jan Bretschneider
2009 Lecture Notes in Computer Science  
Deciding whether a service S can be substituted by another service S is an important problem in practice and one of the research challenges in service-oriented computing. In this paper, we define three substitutability notions for services. Accordance specifies that S cooperates with at least the environments that S cooperates with. S and S are equivalent if they cooperate with the same environments. To guarantee that S cooperates with a fixed subset of environments that S cooperates with, the
more » ... otion of restriction can be used. For each substitutability notion we present a decision algorithm. To this end we apply the concept of an operating guideline of a service as an abstract representation of all environments the service cooperates with.
doi:10.1007/978-3-642-00899-3_10 fatcat:ibfyaizdvzhippouhfcweqxzre

How to Manage Crowdsourcing Platforms Effectively?

Ivo Blohm, Shkodran Zogaj, Ulrich Bretschneider, Jan Marco Leimeister
2017 California Management Review  
To profit from crowdsourcing, organizations can engage in four different approaches: microtasking, information pooling, broadcast search, and open collaboration. In this paper, we present 21 governance mechanisms that can help organizations manage their crowdsourcing platforms. We investigate the effectiveness of these governance mechanisms in 19 case studies and recommend specific configurations of these mechanisms for each of the four crowdsourcing approaches. Also, we provide guidance to
more » ... nizations that host a crowdsourcing platform by providing recommendations for implementing governance mechanisms into their platforms and building up governance capabilities for crowdsourcing.
doi:10.1177/0008125617738255 fatcat:ujt42qhrb5dy3h7pwsosek3pfe

How to Manage Crowdsourcing Platforms Effectively

Ivo Blohm, Shkodran Zogaj, Ulrich Bretschneider, Jan Marco Leimeister
2020 NIM Marketing Intelligence Review  
doi:10.2478/nimmir-2020-0003 fatcat:v755xi6grnafdmqnuyy7hxlj2e

Schöne neue Crowdsourcing Welt - Billige Arbeitskräfte, Weisheit der Massen?

Ulrich Bretschneider, Jan Marco Leimeister
2011 Gemeinschaften in Neuen Medien  
für spezifische Crowdsourcing-Anwendungskontexte zu entwickeln.Das beispielsweise die organisationalen Rahmenbedingungen eines Crowdsourcings von Relevanz sind, deuten die Untersuchungsergebnisse von Bretschneider  ... 
dblp:conf/geneme/BretschneiderL11 fatcat:edurmegqknemrftqahe2qimnju

An empirical investigation of signaling in reward-based crowdfunding

Michael Marcin Kunz, Ulrich Bretschneider, Max Erler, Jan Marco Leimeister
2016 Electronic Commerce Research  
Start-ups often face the challenge of a shortage of capital, the so-called funding gap, which can be overcome by raising small amounts of money from a large number of individuals. As crowdfunding suffers from a continuous rise in failure rates, the aim of this article is to contribute to the research concerning success factors in reward-based crowdfunding campaigns by focusing on signaling theory. Based on data retrieved from the crowdfunding platform Kickstarter, our results indicate that
more » ... l ties, investment preparation and presentation, the supply of multiple rewards as well as endeavors to communicate and interact with the crowd positively influence the probability of success of a reward-based crowdfunding campaign. In contrast, the funding goal, a campaign's runtime and the estimated time of delivery for the rewards have a negative impact on the successful completion of a campaign.
doi:10.1007/s10660-016-9249-0 fatcat:7y5alytr5bdopacivf3ucai5x4

Erarbeitung eines Workshopdesigns zur weiteren Ausarbeitung der Ergebnisse einer virtuellen Ideencommunity

Philipp Ebel, Ulrich Bretschneider, Jan Marco Leimeister
2012 Gemeinschaften in Neuen Medien  
und Leimeister 2011; Bretschneider 2012) .  ...  Im Rahmen einer VIC fordert ein Unternehmen seine Kunden auf, innovative Ideen aus dem Produkt-oder direkten Unternehmensumfeld über eine spezifische, IT-gestützte Internetplattform einzureichen (Bretschneider  ... 
dblp:conf/geneme/EbelBL12 fatcat:uge7exj7kjfw5m7hc3qcilas4u

Keep them alive! Design and Evaluation of the "Community Fostering Reference Model"

Ulrich Bretschneider, Marco Hartmann, Jan Marco Leimeister
2017 Business & Information Systems Engineering  
Firms host online communities for commercial purposes, for example in order to integrate customers into ideation for new product development. The success of these firm-hosted online communities depends entirely on the cooperation of a high number of customers that constantly produce valuable knowledge for firms. However, in practice, the majority of successfully implemented communities suffers from stagnation and even a decrease of member activities over time. Literature provides numerous
more » ... ines on how to build and launch these online communities. While these models describe the initial steps of acquiring and activating a community base from scratch very well and explicitly, they neglect continuous member activation and acquistion after a successful launch. Against this background, the authors propose the Community Fostering Reference Model (CoFoRM), which represents a set of general procedures and instruments to continuously foster member activity. In this paper, the authors present the theory-driven design as well as the evaluation of the CoFoRM in a practical use setting. The evaluation results reveal that the CoFoRM represents a valuable instrument in the daily working routine of community managers, since it efficiently helps activating community members especially in the late phases of a community's lifecycle. Abstract Firms host online communities for commercial purposes, for example in order to integrate customers into ideation for new product development. The success of these firm-hosted online communities depends entirely on the cooperation of a high number of customers that constantly produce valuable knowledge for firms. However, in practice, the majority of successfully implemented communities suffers from stagnation and even a decrease of member activities over time. Literature provides numerous guidelines on how to build and launch these online communities. While these models describe the initial steps of acquiring and activating a community base from scratch very well and explicitly, they neglect continuous member activation and acquistion after a successful launch. Against this background, the authors propose the Community Fostering Reference Model (CoFoRM), which represents a set of general procedures and instruments to continuously foster member activity. In this paper, the authors present the theory-driven design as well as the evaluation of the CoFoRM in a practical use setting. The evaluation results reveal that the CoFoRM represents a valuable instrument in the daily working routine of community managers, since it efficiently helps activating community members especially in the late phases of a community's lifecycle.
doi:10.1007/s12599-017-0500-6 fatcat:6on57sho7bhozcml464piugfma

RFID-Systeme für Messen und Konferenzen: Untersuchung der Einflussgrößen auf die Besucherakzeptanz

Ulrich Bretschneider, Jan Marco Leimeister, Helmut Krcmar
2009 Mobile und Ubiquitäre Informationssysteme  
Radiofrequenzidentifikation (RFID) ist gegenwärtig ein häufig diskutiertes Thema, sowohl in derP raxis als auch in derW issenschaft [vgl. bspw. Übersichten bei Le09 und LKK07]. Ein neues und bis dato in der wissenschaftlichen Forschung noch kaum berücksichtigtes Einsatzgebiet für RFID-Systeme ergibt sich für den Bereich der Veranstaltungsorganisation, insbesondere für Messen und Konferenzen. Die RFID-Technologie wird in diesem Umfeld wegen ihrer Eigenschaft der automatischen Identifikation
more » ... -ID) diskutiert. Werden Namensschilder oder Eintrittskarten mit RFID-Transpondern bestückt, können anhand dieser die Besucher identifiziert werden. So sind beispielsweise Besucherstromanalysen, Authentifizierungeno der Zutrittskontrollen effektiver durchführbar. Zudem kann durch den RFID-Transponder eine erhöhte Fälschungssicherheit der Eintrittskarten realisiert werden. Das Ziel des vorliegenden Beitrages ist zweigeteilt: So gilt es zum einen relevante Faktoren, die die Akzeptanz der Benutzer solcher RFID-Namensschilder und -Eintrittskarten, also die Besucher von Messen undK onferenzen, beeinflussen könnten, zu identifizieren. Zuma nderen werden die identifizierten Einflussfaktorenb ei Messe-undK onferenzbesuchern im Rahmen quantitativer Akzeptanzstudien empirisch abgefragt. Die Ergebnisse aus diesen Befragungen gewähren erste Anhaltspunkte zur Einschätzung der Benutzerakzeptanz.
dblp:conf/mms/BretschneiderLK09 fatcat:fwwgcbepnnghzdmkjnnj255gmq

Obstacles and Challenges in the Use of Gamification for Virtual Idea Communities [chapter]

Christian Scheiner, Philipp Haas, Ulrich Bretschneider, Ivo Blohm, Jan Marco Leimeister
2016 Progress in IS  
Thus, participating can be a good channel for selfadvertisement; hence, this motive is called capability signaling-motive or self-marketing-motive (Bretschneider et al., 2015) .  ...  Customers feel that by participating in VICs they can lobby and influence the firm to incorporate certain product features that are highly valuable in the customer's own context (Bretschneider et al.  ... 
doi:10.1007/978-3-319-45557-0_5 fatcat:elidyxwltvcmdj3gdy2z46nxlq

Crowdfunding: Outlining the New Era of Fundraising [chapter]

Michael M. Gierczak, Ulrich Bretschneider, Philipp Haas, Ivo Blohm, Jan Marco Leimeister
2016 FGF Studies in Small Business and Entrepreneurship  
.; Bretschneider, U.; Haas, P.; Blohm, I. & Leimeister, J. M.(2015): Crowdfunding -Outlining the New Era of Abstract Crowdfunding is increasingly gaining attention in theory and practice.  ...  For example, Bretschneider et al. (2014) discuss herding behaviour as a possible influencing motive for participation in crowdfunding.  ...  Bretschneider Information Systems, Kassel University, Pfannkuchstraße 1, 34121 Kassel, Germany e mail: michael.gierczak@uni kassel.de 2013; Leimeister, 2012) .  ... 
doi:10.1007/978-3-319-18017-5_2 fatcat:g2xkx6ptgvcddlraqmsslzy3q4

Collaborative Filtering in Ideenwettbewerben: Evaluation zweier Skalen zur Teilnehmerbewertung

Ivo Blohm, Ulrich Bretschneider, Michael J. Huber, Jan Marco Leimeister, Helmut Krcmar
2009 Gemeinschaften in Neuen Medien  
In diesem Beitrag werden zwei verschiedene Skalen zur Durchführung von Teilnehmerbewertungen in Ideenwettbewerben auf ihre Validität untersucht. Dafür werden diese mit einer unabhängigen, validierten Expertenbewertung verglichen. Auf Basis von Kreuztabellen wird gezeigt, dass eine einfache binäre Skala ("Go" oder "No Go") eine höhere Übereinstimmungsvalidität besitzt als ein komplexes, mehrdimensionales Bewertungsformular. Auf Basis dieser Untersuchung werden konkrete Gestaltungsempfehlungen
more » ... die Praxis abgeleitet sowie zukünftiger Forschungsbedarf aufgezeigt.
dblp:conf/geneme/BlohmBHLK09 fatcat:iisznoawrnf7lld76pbr3dr3bq

Patienten als Innovatoren - Eine modulare Erweiterung einer Patientencommunity zur Ideenschmiede

Marco Hartmann, Ulrich Bretschneider, Andreas Prinz, Jan Marco Leimeister
2012 Jahrestagung der Gesellschaft für Informatik  
Online Communities spielen für Patienten, deren Angehörige und Verwandte eine immer größere Rolle, insbesondere wenn es darum geht, sich über Krankheiten, deren Symptome, Therapien oder Medikamente zu informieren. Zunehmend werden Online Communities von Patienten genutzt, um Ideen, die den Alltag von Patienten erleichtern sollen, auszutauschen. Dies geschieht oftmals ungesteuert und unstrukturiert, weil bestehende Online Communities auf Diskussionen und den Informationsaustausch ausgerichtet
more » ... d. In diesem Artikel wird eine modulare Erweiterung von bestehenden Patienten-Communities aufgezeigt, um diese zur systematischen Entwicklung von Ideen zu befähigen. Dahinter steht das Ziel, qualitativ hochwertige Ideen von Patienten für Patienten erzeugen zu können.
dblp:conf/gi/HartmannB0L12 fatcat:xr3bzuxrnra63mne7jfw2me6qe
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