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.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/193111
 Attenzione

Attenzione! I dati visualizzati non sono stati sottoposti a validazione da parte dell'ateneo

Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 30
  • ???jsp.display-item.citation.isi??? ND
social impact