Contrary to the view that non core users and downward brand extensions pose a threat to the brand this work investigates the conditions under which these non core users enhance rather than dilute the brand image. A distinction between two types of non core users based on how they are perceived by current users of core products is introduced brand immigrants who claim to be part of the in group of core users of the brand and brand tourists who do not claim any membership status to the brand community.
A series of studies shows that core consumers respond positively to non core users when they are perceived as brand tourists. The brand tourism effect is mediated by core users pride and moderated by brand Chinese Overseas America Number Data patriotism and selectiveness of the brand. AUGUST HARVARD BUSINESS REVIEW The Limits of Scale Companies That Get Big Fast Are Often Left Behind. Here s Why By Hałaburda Hanna and Felix Oberholzer Gee ABSTRACT—The value of many products and services rises or falls with the number of customers using them the fewer fax machines in use the less important it is to have one. These network effects influence consumer decisions and affect companies ability to compete.
Strategists have developed some well known rules for navigating business environments with network effects. Move first is one and get big fast is another. In a study of dozens of companies however the authors found that quite often the conventional wisdom was dead wrong. And when the rules failed the reason was always the same large volumes of customers without understanding the strength of mutual attraction among various customer groups and the extent of asymmetric attraction among them. Looking at examples such as TripAdvisor Wikipedia and the New York Times the authors offer strategies for competing in markets with network effects.
發表於 2024-3-12 13:29:26
