Resource shortages have recently attracted substantial attention by marketing writers. However, articles heretofore published have utilized a piece-meal approach, and no comprehensive framework exists to guide marketing strategy in scarcity periods. This paper offers such a framework, which incorporates both causal and contextual factors that must be considered in shortage strategy development.

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Journal Journal of the Academy of Marketing Science
Papadopoulos, N. (1983). Shortage marketing: A comprehensive framework. Journal of the Academy of Marketing Science, 11(1-2), 40–60. doi:10.1007/BF02721860