EconStor >
Asociación Europea de Dirección y Economia de la Empresa, Vigo >
Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) >

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10419/54417
  
Title:La venta de la ilusión y la bruja de oro: El embrujo de un círculo virtuoso PDF Logo
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)

Files in This Item:
File Description SizeFormat
663920264.pdf328.03 kBAdobe PDF
No. of Downloads: Counter Stats
Download bibliographical data as: BibTeX
Share on:http://hdl.handle.net/10419/54417

Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.