From customer to competitor: consumer cooption in the service sector
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Abstract
Discusses the circumstances under which a firm′s customer can become its competitor. Examines the threats posed by consumer cooption and the conditions under which customer‐to‐competitor role switch presents a firm with opportunities. Explores these opportunities within the context of the travel and tourism industry.
Keywords
Citation
Fodness, D., Pitegoff, B.E. and Truly Sautter, E. (1993), "From customer to competitor: consumer cooption in the service sector", Journal of Services Marketing, Vol. 7 No. 3, pp. 18-25. https://doi.org/10.1108/08876049310044529
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited