Kickstarter: Igniting Innovation and Sparking Controversy

Authors
Arroyo, M.C., Sawyer, J., Torfin, J., and O'Rourke, J. S. (Editor)
Region
North America
Topic
Strategy & General Management
Marketing & Sales
Length
14 pages
Keywords
Brand Management
customer communication
customer relations
Non-profit
reputation management
social media
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

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