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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.

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Author of HS ReutlingenSträhle, Jochen; Bulling, Lena
Erschienen in:Fashion & music
Place of publication:Singapore
Document Type:Book chapter
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):License Logo  In Copyright - Urheberrechtlich geschützt