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An Empirical Approach on Exploring NFT Launch Strategies

  • 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.

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Author:Robin Karle, Josepha Witt
Parent Title (German):Konferenzband zum Scientific Track der Blockchain Autumn School 2023
Publisher:Hochschule Mittweida
Place of publication:Mittweida
Document Type:Conference Proceeding
Year of Completion:2023
Publishing Institution:Hochschule Mittweida
Contributing Corporation:University of Hohenheim, Stuttgart
Release Date:2023/10/17
Tag:launch strategies; mint mechanism; pricing strategy
GND Keyword:Blockchain; Non-Fungible Token
Page Number:8
First Page:10
Last Page:17
Open Access:Frei zugänglich
Licence (German):License LogoUrheberrechtlich geschützt