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LA VENTA DE LA ILUSIÓN Y “LA BRUJA DE ORO”: EL EMBRUJO DE UN CÍRCULO VIRTUOSOi /

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  • Blanco Callejo, M

    ()
    (Universidad Rey Juan Carlos I (España))

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    Abstract

    La historia de la administración de lotería “La Bruja de Oro” de Sort (Lérida) situada en una pequeña población del Pirineo catalán, es la de un éxito empresarial que ha convertido un pequeño negocio en una multinacional millonaria. Tras vender en sucesivas ediciones de los sorteos extraordinarios de Lotería Nacional de Navidad y “El Niño” el premio “gordo” y otros premios importantes, esta delegación se ha convertido en la administración que más lotería vende de todas las que hay en España, así como la pyme española con mayor volumen de ventas a través de Internet. El motivo de este éxito ha sido una innovadora e inteligente estrategia comercial y un hábil plan de marketing que, junto a la gestión adecuada de un activo intangible e incontrolable, la suerte, ha puesto en valor la marca “La Bruja de Oro”, dotándola de una proyección internacional. / “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.

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    Bibliographic Info

    Article provided by Academia Europea de Dirección y Economía de la Empresa (AEDEM) in its journal Investigaciones Europeas de Dirección y Economía de la Empresa.

    Volume (Year): 13 (2007)
    Issue (Month): 3 ()
    Pages: 33-56

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    Handle: RePEc:idi:jiedee:v:13:y:2007:i:3:p:33-56

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    Postal: Investigaciones Europeas de Dirección y Economía de la Empresa, Facultad de Ciencias Económicas y Empresariales, Universidad de Vigo, Lagoas - Marcosende s/n, E-36310, Vigo, Pontevedra, España
    Phone: (+34) 986812473
    Fax: (+34) 986812401
    Web page: http://www.aedem-virtual.com/es/journal/iedee

    Related research

    Keywords: Activo Intangible; Suerte; Diferenciación de producto; Ventaja competitiva; Puesta en valor de la marca.; Intangible Asset; Product differentiation; Commercial strategy; Competitive advantage; Trade mark value.;

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    1. Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and Sustainability of Competitive Advantage," Management Science, INFORMS, vol. 35(12), pages 1504-1511, December.
    2. S.A. Lippman & R.P. Rumelt, 1982. "Uncertain Imitability: An Analysis of Interfirm Differences in Efficiency under Competition," Bell Journal of Economics, The RAND Corporation, vol. 13(2), pages 418-438, Autumn.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    4. Prasad A. Naik & Kalyan Raman & Russell S. Winer, 2005. "Planning Marketing-Mix Strategies in the Presence of Interaction Effects," Marketing Science, INFORMS, vol. 24(1), pages 25-34, June.
    5. Jan W. Rivkin, 2000. "Imitation of Complex Strategies," Management Science, INFORMS, vol. 46(6), pages 824-844, June.
    6. Ingemar Dierickx & Karel Cool, 1989. "Asset Stock Accumulation and the Sustainability of Competitive Advantage: Reply," Management Science, INFORMS, vol. 35(12), pages 1514-1514, December.
    7. Hall, Bronwyn H., 1993. "The Value of Intangible Corporate Assets: An Empirical Study of the Components of Tobin's Q," Department of Economics, Working Paper Series qt44x548gq, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    8. Klein, Benjamin & Leffler, Keith B, 1981. "The Role of Market Forces in Assuring Contractual Performance," Journal of Political Economy, University of Chicago Press, vol. 89(4), pages 615-41, August.
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