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Asociación Europea de Dirección y Economia de la Empresa, Vigo >
Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) >
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http://hdl.handle.net/10419/54417
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| Title: | | La venta de la ilusión y la bruja de oro: El embrujo de un círculo virtuoso  |
| Authors: | | Blanco Callejo, M. |
| Issue Date: | | 2007 |
| Citation: | | [Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 13 [Year:] 2007 [Issue:] 3 [Pages:] 33-56 |
| Abstract: | | La Bruja de Oro lottery agency story in Sort a small town among the peaks of the Pyrenees in north-eastern Spain is a business success one. After selling the price winning number in various editions of the most important draws of Spanish lottery: Christmas and El Niño, this agency has become the most important seller in Spain and the small and medium-sized businesses country leader in internet sales. Business success causes are rooted in an innovative and intelligent commercial strategy and a very good marketing plan that with a suitable management of an intangible resource, luck, has added value to La Bruja de Oro trade mark and has pushed it worldwide. |
| Subjects: | | intangible asset product differentiation commercial strategy competitive advantage trade mark value |
| Document Type: | | Article |
| Appears in Collections: | | Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE)
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