The perils of popularity

M. Bertini; Ricardo Cabornero

doi:10.1111/j.1467-8616.2012.00820.x

The perils of popularity

M. Bertini^*
, Ricardo Cabornero

^*Corresponding author for this work

Research output: Indexed journal article › Article › peer-review

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	https://doi.org/10.1111/j.1467-8616.2012.00820.x
Publication status	Published - Mar 2012
Externally published	Yes

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10.1111/j.1467-8616.2012.00820.x

Cite this

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The perils of popularity

Abstract

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