Robin Karle, Josepha Witt

• 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.