Are limited editions limited to products?
(2019) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20192Department of Business Administration
- Abstract
- Purpose: The aim of this paper is to explore whether service can be implemented as limited edition in order to strengthen the brand and to drive business.
Methodology/Approach: This research is based on a qualitative approach with a multi case study analyzing Visit Sweden, Finnair and Lund University. Each brand has implemented a limited service of own kind this year.
Findings: The research showcases the potential of service as limited edition, and it proves that limited services can valuably shape a brand and its image. Limited services create an urgent purchase incentive that rests upon the scarcity mechanism.
Research limitations/implications: This paper introduces services as limited edition with a focus on raising... (More) - Purpose: The aim of this paper is to explore whether service can be implemented as limited edition in order to strengthen the brand and to drive business.
Methodology/Approach: This research is based on a qualitative approach with a multi case study analyzing Visit Sweden, Finnair and Lund University. Each brand has implemented a limited service of own kind this year.
Findings: The research showcases the potential of service as limited edition, and it proves that limited services can valuably shape a brand and its image. Limited services create an urgent purchase incentive that rests upon the scarcity mechanism.
Research limitations/implications: This paper introduces services as limited edition with a focus on raising awareness for the topic. As such, further research must be conducted with more cases in other industries, comparative studies towards limited products, and in-depth analyses that evaluate the phenomenon step by step.
Managerial Implications: Managers may find this paper useful in order to conduct persuasive marketing with limited services as alternative strategy and unique business measures compared to other sales promotion techniques.
Originality/Value: This paper addresses the existent gap between limited editions and service that can be noticed in both business and research areas. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8998376
- author
- Siebert, Lara Kristina LU ; Andersson, Frida LU ; Paladines Martinez, Carla LU and Allard, Johanna LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20192
- year
- 2019
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- limited edition, service, Visit Sweden, Finnair, Lund University
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8998376
- date added to LUP
- 2020-01-14 11:42:29
- date last changed
- 2020-01-14 11:46:42
@misc{8998376,
abstract = {{Purpose: The aim of this paper is to explore whether service can be implemented as limited edition in order to strengthen the brand and to drive business.
Methodology/Approach: This research is based on a qualitative approach with a multi case study analyzing Visit Sweden, Finnair and Lund University. Each brand has implemented a limited service of own kind this year.
Findings: The research showcases the potential of service as limited edition, and it proves that limited services can valuably shape a brand and its image. Limited services create an urgent purchase incentive that rests upon the scarcity mechanism.
Research limitations/implications: This paper introduces services as limited edition with a focus on raising awareness for the topic. As such, further research must be conducted with more cases in other industries, comparative studies towards limited products, and in-depth analyses that evaluate the phenomenon step by step.
Managerial Implications: Managers may find this paper useful in order to conduct persuasive marketing with limited services as alternative strategy and unique business measures compared to other sales promotion techniques.
Originality/Value: This paper addresses the existent gap between limited editions and service that can be noticed in both business and research areas.}},
author = {{Siebert, Lara Kristina and Andersson, Frida and Paladines Martinez, Carla and Allard, Johanna}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Are limited editions limited to products?}},
year = {{2019}},
}