TY  - CPAPER
U1  - Konferenzveröffentlichung
A1  - Karle, Robin
A1  - Witt, Josepha
T1  - An Empirical Approach on Exploring NFT Launch Strategies
T2  - Konferenzband zum Scientific Track der Blockchain Autumn School  2023
N2  - In the field of Blockchain Technology applications and research, non-fungible tokens (NFTs) have gained significant attention in recent years. Whilst current research is focused on NFT use cases or the purchase of NFTs from an investor’s perspective, the NFT launch (i.e. primary market) from a creator’s perspective remains uncovered. However, the launch strategy is considered to be an important factor for the success of a product. Therefore, our research paper aims to explore launch strategies of NFTs. Thereby, we discuss the marketing mix instruments price (i.e. pricing strategy), place (i.e. mint mechanism), and promotion. Through an empirical approach of conducting eight expert interviews, we examine parameters that are used to define an NFT launch strategy and assess their preference of different stakeholders.
KW  - Blockchain
KW  - Non-Fungible Token
KW  - launch strategies
KW  - pricing strategy
KW  - mint mechanism
Y1  - 2023
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:mit1-opus4-146422
SN  - 1437-7624
SS  - 1437-7624
U6  - https://doi.org/10.48446/opus-14642
DO  - https://doi.org/10.48446/opus-14642
IS  - 2
SP  - 10
EP  - 17
S1  - 8
PB  - Hochschule Mittweida
CY  - Mittweida
ER  -