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Crowdfunding Project Design: Optimal Product Menu and Funding Target

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  • Qiang Liu
  • Xiaofeng Liu
  • Subramanian Balachander

Abstract

We study, using a stylized analytical model, an entrepreneur's design of the optimal product menu for crowdfunding together with the optimal choice of the funding target. We find that in contrast to prior literature on crowdfunding, downward quality distortion of the low‐quality product in the entrepreneur's product menu under crowdfunding can be higher, lesser or even non‐existent than that under traditional selling. We also show that crowdfunding as an alternative to traditional selling is only attractive in the presence of a non‐zero fixed cost. Our findings provide important implications for entrepreneurs in optimizing their crowdfunding project design.

Suggested Citation

  • Qiang Liu & Xiaofeng Liu & Subramanian Balachander, 2021. "Crowdfunding Project Design: Optimal Product Menu and Funding Target," Production and Operations Management, Production and Operations Management Society, vol. 30(10), pages 3800-3811, October.
    • Handle: RePEc:bla:popmgt:v:30:y:2021:i:10:p:3800-3811
    DOI: 10.1111/poms.13482
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    2. Xu, Yang & Zhou, Qiang & Wang, Xu, 2023. "Joint price and quality optimization strategy in crowdfunding campaign," International Journal of Production Economics, Elsevier, vol. 263(C).
    3. Chang, Shuhua & Li, Anqi & Wang, Xinyu & Zhang, Jiayue, 2023. "Optimal combination of platform channel contract and guarantee financing strategy in e-commerce market," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 172(C).
    4. Sun, Yanhong & Sheng, Yiyun & Yan, Shuai & Zhang, Wei, 2023. "Pricing strategies in reward-based crowdfunding: Whether to introduce price guarantee?," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 170(C).
    5. Charles H. Fine & Loredana Padurean & Sergey Naumov, 2022. "Operations for entrepreneurs: Can Operations Management make a difference in entrepreneurial theory and practice?," Production and Operations Management, Production and Operations Management Society, vol. 31(12), pages 4599-4615, December.
    6. Xu, Shengshuo & Ling, Liuyi & Du, Shaofu & Liu, Lindong, 2023. "Crowdfunding or traditional mode? Strategy choices in product selling," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 172(C).

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