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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)

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