Positioning of crowdfunding platforms: Turkey as an emerging market case

Abstract

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.