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Kickstarter: Igniting Innovation and Sparking Controversy

Arroyo, M.C., Sawyer, J., Torfin, J., and O’Rourke, J. S. (Editor)
February 2, 2018
North America
Strategy & General Management, Marketing & Sales
14 pages
Brand Management, customer communication, customer relations, Non-profit, reputation management, social media
Student Price: 
$4.00 (€3.69)
Average rating: 

Kickstarter, a brand leader in the crowdfunding market, is facing certain challenges as it negotiates the uncertain waters of competition. To date, Kickstarter has experienced stellar growth, despite offering no formal protection to its community of project backers. The key issue is whether this policy is sustainable going forward.

Learning Outcomes: 
  1. To highlight the challenges of remaining dominant in a high-growth industry when business models are easily replicated.
  2. To encourage analysis of a nascent industry still in flux and to elicit discussion about how companies can succeed in such an unpredictable environment.
  3. To promote discussion about whether a company should change policies when they have no legal obligation to do so.
  4. To discuss strategic options for companies in highly-competitive markets