Shortage marketing: A comprehensive framework
Journal of the Academy of Marketing Science , Volume 11 - Issue 1-2 p. 40- 60
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.