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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Winter, K., Esch, FR. (2019). Limited Editions für Marken. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_15
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