Porter’s Five Forces in Reward-based Crowdfunding: The case study of Makuake
Abstract/Contents
- Abstract
- Over the past decade, the new way of financing called crowdfunding has emerged, established its markets, and gained its popularity. As of 2020, there are over 50 crowdfunding platforms that offer five different business models of financing. Among these, the reward-based crowdfunding platforms strikingly grew their market size by 50% from 2018 to 2019; it is projected that the growth rate is even steeper in 2020 and 2021, because the Covid-19 pandemic led to increased demand for shopping from home. Even though there were no successful winners in the market for the first ten years from 2010, Makuake became the first winner that went public in 2019. The critical question for this thesis is how did Makuake stay ahead of the competition, so as to gain the status of a public company, while most other companies still remained as startups, especially when compared against the one other major reward-based crowdfunding company in Japan, namely Campfire. This thesis applies the Five Forces model of competitiveness by Michael Porter to analyze the causes and attributes of Makuake’s success from the five different perspectives of that model, in order to unveil the company’s strategies to survive fierce competition and achieve strong, positive growth.
Description
Type of resource | text |
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Date created | March 2021 |
Creators/Contributors
Author | Tamaki, Shunya | |
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Primary advisor | Dasher, Richard | |
Degree granting institution | Stanford University, Stanford Global Studies, Center for East Asian Studies |
Subjects
Subject | Makuake |
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Subject | Campfire |
Subject | Reward-based crowdfunding |
Subject | Porter’s Five Forces Model |
Genre | Article |
Bibliographic information
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- This work is licensed under a Creative Commons Attribution Non Commercial 3.0 Unported license (CC BY-NC).
Preferred citation
- Preferred Citation
Tamaki, Shunya. (2021). Porter’s Five Forces in Reward-based Crowdfunding:
The case study of Makuak. Stanford Digital Repository. Available at: https://purl.stanford.edu/fq683sy4960
Collection
Stanford Center for East Asian Studies Thesis Collection
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- shun716@stanford.edu
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