Year 2019, Volume 6, Issue 2, Pages 84 - 94 2019-06-30

POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE

Melek Demiray [1] , Sebnem Burnaz [2]

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Purpose - Crowdfunding, as a novel concept, offers an alternative funding method that enables entrepreneurs to realize their original ideas. The aim of this study is to understand how crowdfunding platforms can be positioned in an emerging crowdfunding market.

Methodology - Turkey was chosen as a developing market which presents a real potential with newly regulated crowdfunding environment and rapidly flourishing entrepreneurship ecosystem. The analysis proposes a positioning map of crowdfunding platforms depending on two main dimensions: the level of complexity based on regulatory procedures and the level of expertise based on project categories.

Findings- Introducing positioning concept into crowdfunding literature broadens understanding of this phenomenon and contributes to the development of assessment criteria for crowdfunding platforms.

Conclusion- Platform managers who desire to develop their positioning strategy upon gaps in the crowdfunding market by differentiating their features in order to get advantages over their rivals can benefit using the proposed positioning map analysis.

Crowdfunding, crowdfunding platform, positioning, emerging market, entrepreneurship
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Primary Language en
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0002-5147-0809
Author: Melek Demiray (Primary Author)

Orcid: 0000-0002-4845-4031
Author: Sebnem Burnaz

Dates

Publication Date: June 30, 2019

Bibtex @research article { jmml583815, journal = {Journal of Management Marketing and Logistics}, issn = {}, eissn = {2148-6670}, address = {PressAcademia}, year = {2019}, volume = {6}, pages = {84 - 94}, doi = {10.17261/Pressacademia.2019.1036}, title = {POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE}, key = {cite}, author = {Demiray, Melek and Burnaz, Sebnem} }
APA Demiray, M , Burnaz, S . (2019). POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE. Journal of Management Marketing and Logistics, 6 (2), 84-94. DOI: 10.17261/Pressacademia.2019.1036
MLA Demiray, M , Burnaz, S . "POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE". Journal of Management Marketing and Logistics 6 (2019): 84-94 <http://dergipark.org.tr/jmml/issue/46488/583815>
Chicago Demiray, M , Burnaz, S . "POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE". Journal of Management Marketing and Logistics 6 (2019): 84-94
RIS TY - JOUR T1 - POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE AU - Melek Demiray , Sebnem Burnaz Y1 - 2019 PY - 2019 N1 - doi: 10.17261/Pressacademia.2019.1036 DO - 10.17261/Pressacademia.2019.1036 T2 - Journal of Management Marketing and Logistics JF - Journal JO - JOR SP - 84 EP - 94 VL - 6 IS - 2 SN - -2148-6670 M3 - doi: 10.17261/Pressacademia.2019.1036 UR - https://doi.org/10.17261/Pressacademia.2019.1036 Y2 - 2019 ER -
EndNote %0 Journal of Management Marketing and Logistics POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE %A Melek Demiray , Sebnem Burnaz %T POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE %D 2019 %J Journal of Management Marketing and Logistics %P -2148-6670 %V 6 %N 2 %R doi: 10.17261/Pressacademia.2019.1036 %U 10.17261/Pressacademia.2019.1036
ISNAD Demiray, Melek , Burnaz, Sebnem . "POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE". Journal of Management Marketing and Logistics 6 / 2 (June 2019): 84-94. https://doi.org/10.17261/Pressacademia.2019.1036
AMA Demiray M , Burnaz S . POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE. JMML. 2019; 6(2): 84-94.
Vancouver Demiray M , Burnaz S . POSITIONING OF CROWDFUNDING PLATFORMS: TURKEY AS AN EMERGING MARKET CASE. Journal of Management Marketing and Logistics. 2019; 6(2): 94-84.