Are limited editions limited to products?

Abstract: Purpose: The aim of this paper is to explore whether service can be implemented as limited edition in order to strengthen the brand and to drive business. Methodology/Approach: This research is based on a qualitative approach with a multi case study analyzing Visit Sweden, Finnair and Lund University. Each brand has implemented a limited service of own kind this year. Findings: The research showcases the potential of service as limited edition, and it proves that limited services can valuably shape a brand and its image. Limited services create an urgent purchase incentive that rests upon the scarcity mechanism. Research limitations/implications: This paper introduces services as limited edition with a focus on raising awareness for the topic. As such, further research must be conducted with more cases in other industries, comparative studies towards limited products, and in-depth analyses that evaluate the phenomenon step by step. Managerial Implications: Managers may find this paper useful in order to conduct persuasive marketing with limited services as alternative strategy and unique business measures compared to other sales promotion techniques. Originality/Value: This paper addresses the existent gap between limited editions and service that can be noticed in both business and research areas.