Developing new innovative products in the automotive industry means investing huge sums in advance, as one does not know if the product will be successful on the market after launch. Hence, companies are interested in knowing and measuring the critical success drivers within the development...

Crowdfunding represents an alternative way of funding entrepreneurial ventures - and is attracting a high amount of interest in research as well as practice. Against this background, this paper analyzes reward-based crowdfunding campaign strategies and their communication tools. To do this, 446...