The perils of popularity
Journal
Business Strategy Review
Subject
Marketing
Publishing details
Publication Year
2012
Abstract
The iPhone's worldwide success would seem to be an unqualified win-win for Apple and the mobile operators that sell it. Not so, explain Marco Bertini and Ricardo Cabornero, as mobile operators must maintain a delicate balance between winning new customers and retaining existing ones. This task is made more difficult when their own brands can actually be diminished by selling the iPhone.
Available on ECCH
No
