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Handel in Theorie und Praxis pp 183–207Cite as

Knappheit im Einzelhandel – Status Quo der Forschung und eine Arbeitsagenda

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Zusammenfassung

Der Produktzusatz „nur solange der Vorrat reicht“ hat in den letzten Jahren im Einzelhandel eine erstaunliche Karriere gemacht. Auch der Hinweis „Limited Edition“ ist bei immer mehr Angeboten anzutreffen. Was hat es mit diesen rätselhaften Botschaften auf sich? Gehen wir tatsächlich einem Zeitalter der Mangelwirtschaft entgegen, in dem zahlreiche Artikel, wenn überhaupt, nur für ganz kurze Zeit erworben werden können? Oder handelt es sich hierbei vielmehr um Beispiele für eine besonders geschickte Form der Produkt- und Markenkommunikation? Nur ein kurzer Blick in das nächste Kaufhaus wird zeigen, dass von einem Mangel ernsthaft keine Rede sein kann.

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Authors and Affiliations

  1. Berlin, Deutschland

    Jun.-Prof. Dr. Doreén Pick

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  1. Jun.-Prof. Dr. Doreén Pick
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Correspondence to Doreén Pick .

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Editors and Affiliations

  1. Univations GmbH, Universität Halle-Wittenberg Univations GmbH, Halle, Germany

    Gesa Crockford

  2. Conomic Marketing & Strategy Consultants, Halle, Germany

    Falk Ritschel

  3. Halle, Germany

    Ulf-Marten Schmieder

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Pick, D. (2013). Knappheit im Einzelhandel – Status Quo der Forschung und eine Arbeitsagenda. In: Crockford, G., Ritschel, F., Schmieder, UM. (eds) Handel in Theorie und Praxis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01986-0_7

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  • DOI: https://doi.org/10.1007/978-3-658-01986-0_7

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