In the Internet economy, it is relatively easy to create new business models but difficult to keep deriving benefit from them in the long term. This article presents in-depth longitudinal data on four European Internet firms showing how companies can combine affiliation and lock-in strategies to generate competitive advantage on the Web. The authors use multiple-case study methodology with interviews and data collection to derive a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet. © 2002 Elsevier Science Ltd. All rights reserved.
A dynamic model of customer loyalty to sustain competitive advantage on the web
Verona G.;Prandelli E.
2002
Abstract
In the Internet economy, it is relatively easy to create new business models but difficult to keep deriving benefit from them in the long term. This article presents in-depth longitudinal data on four European Internet firms showing how companies can combine affiliation and lock-in strategies to generate competitive advantage on the Web. The authors use multiple-case study methodology with interviews and data collection to derive a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet. © 2002 Elsevier Science Ltd. All rights reserved.
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