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首页> 外文期刊>California management review >What Goes Around Comes Around? REWARDS AS STRATEGIC ASSETS IN CROWDFUNDING
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What Goes Around Comes Around? REWARDS AS STRATEGIC ASSETS IN CROWDFUNDING

机译：善有善报恶有恶报？奖励作为人群资产中的战略资产

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摘要

In crowdfunding, rewards can make or break success. Yet reward design, choice, and planning still occur based on availability rather than strategy. To address this challenge, this article provides an empirically derived crowdfunding reward toolbox offering guidance in strategically selecting rewards. Based on a large-scale analysis of successful and unsuccessful Kickstarter projects, this article classifies rewards that are currently offered along eight dimensions. It identifies emerging patterns and derives five strategic core tools and two add-on tools. Finally, it delivers exploratory insights into the relative effectiveness of different tools that can facilitate decision making and strategic planning for entrepreneurs and individuals who plan to launch a crowdfunding project and who seek ways to reward their supporters.
机译：在众筹中，奖励可以成就或破坏成功。然而，奖励设计，选择和计划仍然基于可用性而不是策略。为了解决这一挑战，本文提供了一个根据经验得出的众筹奖励工具箱，为战略性选择奖励提供了指导。基于对成功和失败的Kickstarter项目的大规模分析，本文将当前提供的奖励分为八个维度。它确定了新兴的模式，并得出了五个战略核心工具和两个附加工具。最后，它为各种工具的相对有效性提供了探索性见解，这些工具可以为计划启动众筹项目并寻求奖励支持者的企业家和个人提供便利，帮助他们进行决策和战略规划。

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