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Article
Publication date: 1 March 1993
Dale Fodness, Barry E. Pitegoff and Elise Truly Sautter
Discusses the circumstances under which a firm′s customer canbecome its competitor. Examines the threats posed by consumer cooptionand the conditions under which…
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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.
Details
Journal of Services Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 0887-6045