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

^*Autor/a de correspondencia de este trabajo

Producción científica: Artículo en revista indizada › Artículo › revisión exhaustiva

Resumen

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	Inglés
Páginas (desde-hasta)	51-55
Número de páginas	5
Publicación	Business Strategy Review
Volumen	23
N.º	1
DOI	https://doi.org/10.1111/j.1467-8616.2012.00820.x
Estado	Publicada - mar 2012
Publicado de forma externa	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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