The perils of popularity

Marco Bertini; Ricardo Cabornero

doi:10.1111/j.1467-8616.2012.00820.x

The perils of popularity

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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.

Idioma original	Anglès
Pàgines (de-a)	51-55
Nombre de pàgines	5
Revista	Business Strategy Review
Volum	23
Número	1
DOIs	https://doi.org/10.1111/j.1467-8616.2012.00820.x
Estat de la publicació	Publicada - de març 2012
Publicat externament	Sí

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10.1111/j.1467-8616.2012.00820.x

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The perils of popularity

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