Stretch goals for dynamic crowdfunding campaigns

Stretch Goals: définition, contours et enjeux pour la dynamique d’une campagne de financement participatif

Sophie Renault ()
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Sophie Renault: LOG - Laboratoire Orléanais de Gestion (1998-2011) - UO - Université d'Orléans, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours, IAE Caen - Institut d'Administration des Entreprises - Caen - UNICAEN - Université de Caen Normandie - NU - Normandie Université

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Abstract: This in-depth study of six crowdfunding campaigns in the comics business examines the function of stretch goals in the campaigns that adopt a reward-based business model. A stretch goal is a goal set by the project's inventor that is higher than what he initially wanted. Stretch goals impart a momentum of gamification to the crowdfunding campaign. If the stretch goal is exceeded, the additional funds collected will be used, for example, to improve the project or offer rewards to donators. Although the profits seem attractive, stretch goals might entail risks, in particular if the project initiator does not reckon with the consequences related to financing and logistics. Furthermore, managing stretch goals might turn out to be complicated and time-consuming.

Keywords: crowdfunding; stretch goals; ulule; financement participatif; objectifs étendus (search for similar items in EconPapers)
Date: 2020-03
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Citations: View citations in EconPapers (1)

Published in Gérer et Comprendre. Annales des Mines, 2020, 139, pp.12-32. ⟨10.3917/geco1.139.0012⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02499798

DOI: 10.3917/geco1.139.0012

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