Woohoo Tinkerbots! The Marketing Effect of Crowdfunding

Kunz, M. M.; Bretschneider, U. & Leimeister, J. M. (2016): Woohoo TinkerBots! The Marketing Effect of Crowdfunding. In: International Conference on Information Systems (ICIS), Dublin, Ireland.

17 Pages Posted: 27 Apr 2018

See all articles by Michael Gierczak

Michael Gierczak

University of Kassel - Information Systems

Ulrich Bretschneider

University of Kassel

J. M. Leimeister

University of St. Gallen; University of Kassel - Information Systems

Date Written: December 11, 2016

Abstract

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, promotion, 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.

Keywords: Crowdfunding, Entrepreneurship, Indiegogo, Marketing Mix, Teaching case

Suggested Citation

Gierczak, Michael and Bretschneider, Ulrich and Leimeister, Jan Marco, Woohoo Tinkerbots! The Marketing Effect of Crowdfunding (December 11, 2016). Kunz, M. M.; Bretschneider, U. & Leimeister, J. M. (2016): Woohoo TinkerBots! The Marketing Effect of Crowdfunding. In: International Conference on Information Systems (ICIS), Dublin, Ireland. , Available at SSRN: https://ssrn.com/abstract=3159164 or http://dx.doi.org/10.2139/ssrn.3159164

Michael Gierczak

University of Kassel - Information Systems ( email )

Pfannkuchstraße 1
Kassel, 34121
Germany

Ulrich Bretschneider

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

Jan Marco Leimeister (Contact Author)

University of St. Gallen ( email )

Varnbuelstr. 14
Saint Gallen, St. Gallen CH-9000
Switzerland

University of Kassel - Information Systems ( email )

Pfannkuchstraße 1
Kassel, 34121
Germany

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