Paradoxes in Reward-Based Crowdfunding

Reward-based crowdfunding creates a contradiction-laden context where paradoxical tensions occur. We apply the concept of paradox to analyze the funders-founder relation in this context. We expand on research on hybrid business models by studying a context where consumers buy into products when they still are ideas.


Natalia Drozdova and Ingeborg Astrid Kleppe (2017) ,"Paradoxes in Reward-Based Crowdfunding ", in LA - Latin American Advances in Consumer Research Volume 4, eds. Enrique P. Becerra, Ravindra Chitturi, and Maria Cecilia Henriquez Daza and Juan Carlos Londoño Roldan, Duluth, MN : Association for Consumer Research, Pages: 64-64.


Natalia Drozdova, Norwegian School of Economics, Norway
Ingeborg Astrid Kleppe, Norwegian School of Economics, Norway


LA - Latin American Advances in Consumer Research Volume 4 | 2017

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