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Competing Against Bling (HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703X-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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Competing Against Bling (Commentary for HBR Case Study)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703Z-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20
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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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Hurry! Only 3 left in stock! When scarcity signals are most powerful
Calvo, Eduard; Cui, Ruomeng; Wagner, LauraArticle ART-3397-EMarketing, Service and Operations ManagementMany retailers disclose product availability to get customers to buy, but does it really boost sales and profits? By studying this effect in online retail, we identify the contexts where scarcity signals are most powerful.Starting at €8.20
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Competing Against Bling (HBR Case Study and Commentary)
Nason, Stephen; Salvacruz, Joseph; Stevenson, J.P.Article HBS-R1703N-EMarketingWei Song oversees Greater China for Rochat & Schmid, a 100-year-old Swiss maker of luxury timepieces. China is a critical market for the firm, but sales of watches have stalled there. The firm's competitors are going after China's luxury shoppers, who are younger and flashier than the traditional customer base, with new gem-encrusted products that offer "bling." To compete with them, Pearl Zhang, Song's VP of marketing, wants to launch a campaign...Starting at €8.20