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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2022
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| Subjects: | |
| 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 |