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.
Original language | English |
---|---|
Pages (from-to) | 51-55 |
Number of pages | 5 |
Journal | Business Strategy Review |
Volume | 23 |
Issue number | 1 |
DOIs | |
Publication status | Published - Mar 2012 |
Externally published | Yes |