Case study: Marillion
- The purpose of this paper is to highlight the use of crowdfunding, demonstrated by a case study about the rock band Marillion. The research methodology applied is a literature review examining academic references. On this basis, a case study by exemplary illustrating the rock band Marillion and how they invented crowdfunding has been drafted. Findings suggest that the crowdfunding concept is no new phenomenon, since the rock band Marillion has investigated the business model. Recently, the funding method is applied to the fashion industry; hence it is efficient and engaging to finance projects by that specific business model. A limitation of this paper is that the topic of crowdfunding is new to the fashion business and needs further research and tests until they are practicable to interpret. Results show that there is a high potential for using crowdfunding in fashion by reaching a long-term change in this industry.
| Author of HS Reutlingen | Strähle, Jochen; Bulling, Lena |
|---|---|
| DOI: | https://doi.org/10.1007/978-981-10-5637-6_13 |
| ISBN: | 978-981-10-5637-6 |
| ISBN: | 978-981-10-5636-9 |
| Erschienen in: | Fashion & music |
| Publisher: | Springer |
| Place of publication: | Singapore |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2018 |
| Tag: | consumer behavior; crowdfunding; fashion industry; music industry; platforms |
| Page Number: | 20 |
| First Page: | 245 |
| Last Page: | 264 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 330 Wirtschaft |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
