The perils of popularity

Marco Bertini, Ricardo Cabornero

Research output: Indexed journal article Articlepeer-review


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 languageEnglish
Pages (from-to)51-55
Number of pages5
JournalBusiness Strategy Review
Issue number1
Publication statusPublished - Mar 2012
Externally publishedYes


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