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Keywords: Product scarcity
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (2): 380–418.
Published: 31 January 2020
...Xiaohui Shi; Feng Li; Pattarin Chumnumpan Purpose As a frequently observed business phenomenon, the use of product scarcity to improve a product’s market performance has received increasing attention from both academics and practitioners. The resulting literature has covered a wide variety...
