Dynamic model of customer loyalty to sustain competitive advantage on the Web
By: VERONA, Gianmario
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Contributor(s): PRANDELLI, Emanuela.
Material type: 
ArticlePublisher: 2002Subject(s): Satisfação do Cliente | Marketing | Internet | Administração de EmpresasEuropean Management Journal 20, 3, p. 299-309Abstract: In the Internte 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-delpth longitudinal data on four European Internet firms showing how companies can comnbine 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 deriove a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet
| Item type | Current location | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Periódico | Biblioteca Graciliano Ramos | Periódico | Not for loan |
In the Internte 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-delpth longitudinal data on four European Internet firms showing how companies can comnbine 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 deriove a dynamic model of customer loyalty and underline the fundamental role played by marketing on the Internet
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