In order to understand the sustainability of competitive advantage in the Internet economy, we provide in depth longitudinal data on customer-based strategies implemented by four successful Internet players. Results highlight the presence of a dynamic model for sticking customers to the company website, which paces customer affiliation and customer lock-in
A dynamic model of customer stickiness to sustain competitive advantage in the frictionless economy
VERONA G;PRANDELLI, EMANUELA
2001
Abstract
In order to understand the sustainability of competitive advantage in the Internet economy, we provide in depth longitudinal data on customer-based strategies implemented by four successful Internet players. Results highlight the presence of a dynamic model for sticking customers to the company website, which paces customer affiliation and customer lock-in
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