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"¡Date prisa! ¡Solo quedan tres!"
Calvo, Eduard; Cui, Ruomeng; Wagner, LauraArticle ART-3397Marketing, Service and Operations ManagementMuchas webs de venta online avisan de la baja disponibilidad de ciertos productos para incitar a la compra, ¿pero realmente aumentan así sus ventas y beneficios? Tras estudiar esta táctica, hemos identificado cuándo surten un mayor efecto las señales de escasez.Starting at €8.20
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Protect Your Product's Look and Feel from Imitators (Spanish version)
Gelb, Betsy D.; Krishnamurthy, ParthaArticle HBS-F0810GMarketingTrade dress is the legal term for a nonfunctional design feature, such as the cowhide pattern on Gateway's computer boxes. Many companies don't know its value or assume that they could sue imitators. Here's a simple experiment to acquire the data needed for protection.Starting at €8.20