Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/54417 
Autor:innen: 
Erscheinungsjahr: 
2007
Quellenangabe: 
[Journal:] Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 13 [Issue:] 3 [Publisher:] Academia Europea de Dirección y Economia de la Empresa (AEDEM) [Place:] Vigo [Year:] 2007 [Pages:] 33-56
Verlag: 
Academia Europea de Dirección y Economia de la Empresa (AEDEM), Vigo
Zusammenfassung: 
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.
Schlagwörter: 
intangible asset
product differentiation
commercial strategy
competitive advantage
trade mark value
Dokumentart: 
Article

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