[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 13 [Year:] 2007 [Issue:] 3 [Pages:] 33-56
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.
intangible asset product differentiation commercial strategy competitive advantage trade mark value