| 英文摘要 |
This study designs two customer targeting strategies for challengers. Targeting (capturing) the customer, who is most satisfied with the market leader’s offering, is found superior to targeting the least satisfied customer. The reason is that the former strategy easier triggers a chain reaction of network size reduction and network value reduction. Meanwhile, when the maximal effects of both strategies occur is explored and used to explain challengers’ victory in markets with network effects. Next, one new concept resistance to chain reaction is invented to determine the effects of both strategies. |
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