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Handbuch Markenführung pp 1–17Cite as

Limited Editions für Marken

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Zusammenfassung

Limited Editions bilden als spezielle Form der Produktlinienerweiterung eine immer häufiger eingesetzte Strategie von Marken zur Einführung neuer Produkte. Das dauerhafte Angebot innerhalb der Produktlinie wird dabei um außergewöhnliche, nur begrenzt verfügbare Varianten ergänzt. Die besondere Wirkung von Limited Editions auf den Konsumenten lässt sich anhand knappheits- und kategorisierungstheoretischer Ansätze erläutern und empirisch belegen. Bei der praktischen Umsetzung müssen Chancen und Risiken, die mit der Lancierung von Limited Editions einhergehen berücksichtigt sowie grundlegende Gestaltungsprinzipien beachtet werden..

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Authors and Affiliations

  1. Hochschule für angewandte Wissenschaften Fachhochschule Aschaffenburg, Aschaffenburg, 63743, Deutschland

    Kai Winter

  2. Lehrstuhl für Markenmanagement und Automotive Marketing, EBS Universität für Wirtschaft und Recht, Gustav-Stresemann-Ring 3, Wiesbaden, 65189, Deutschland

    Franz-Rudolf Esch

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  1. Kai Winter
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  2. Franz-Rudolf Esch
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Correspondence to Kai Winter or Franz-Rudolf Esch .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Hessen, Germany

    Franz-Rudolf Esch

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Winter, K., Esch, FR. (2016). Limited Editions für Marken. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13361-0_15-1

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  • DOI: https://doi.org/10.1007/978-3-658-13361-0_15-1

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