Out of the trap: Conversion funnel business model, customer switching costs, and industry profitability

Out of the trap: Conversion funnel business model, customer switching costs, and industry profitability

Research Summary: Across many industries, firms employ a conversion funnel business model to attract customers with basic and affordable products, generate lock-in, and then sell them more advanced and expensive products. We argue that this business model, coupled with high customer switching costs,...

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Bibliographic Details
Main Authors: ABOLFATHI, Niloofar, FOSFURI, Andrea, SANTAMARIA, Simone
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2022
Subjects:
Customer Switching Costs
Industry Profitability
Conversion Funnel
Business Model
Market Frictions
Sales and Merchandising
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/7278
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8277/viewcontent/OutofTrap_sv.pdf
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Institution: Singapore Management University
Language: English

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https://ink.library.smu.edu.sg/lkcsb_research/7278
https://ink.library.smu.edu.sg/context/lkcsb_research/article/8277/viewcontent/OutofTrap_sv.pdf

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