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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))

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.

Suggested Citation

  • Blanco Callejo, M, 2007. "LA VENTA DE LA ILUSIÓN Y “LA BRUJA DE ORO”: EL EMBRUJO DE UN CÍRCULO VIRTUOSOi /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 13(3), pages 33-56.
    • Handle: RePEc:idi:jiedee:v:13:y:2007:i:3:p:33-56
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