Primary File Info
Kickstarter: Igniting Innovation and Sparking Controversy
Arroyo, M.C., Sawyer, J., Torfin, J., and O’Rourke, J. S. (Editor)
February 2, 2018
Strategy & General Management, Marketing & Sales
Brand Management, customer communication, customer relations, Non-profit, reputation management, social media
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.