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Creating value : the case of iPhone's launch on the French market

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  • Christina Moreno

    (MMS - Département Management et Marketing et Stratégie - Institut Télécom - Télécom Ecole de Management, CEMANTIC - Centre d'Études et de recherches en Management et TIC - Institut Télécom - Télécom Ecole de Management)

  • Madeleine Besson

    (MMS - Département Management et Marketing et Stratégie - Institut Télécom - Télécom Ecole de Management, CEMANTIC - Centre d'Études et de recherches en Management et TIC - Institut Télécom - Télécom Ecole de Management)

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    Abstract

    Major theoretical contributions have recently advocated a paradigm shift to a "new dominant logic for marketing", integrating customer-to-customer interactions and balancing "high tech and high touch" services. In this paper we attempt to illustrate the relevance of such a framework to understand the take-off of mobile value-added services after the launch of the "iPhone" on the French market. Major theoretical contributions have recently advocated a paradigm shift to a "new dominant logic for marketing", integrating customer-to-customer interactions and balancing "high tech and high touch" services. In this paper we attempt to illustrate the relevance of such a framework to understand the take-off of mobile value-added services after the launch of the "iPhone" on the French market. Our analyses suggest that (1) an important gap existed between the value proposition made by traditional French telecommunication operators and the consumers’ needs before the iPhone was launched, (2) Apple has been able to embed new communication skills in a user-friendly and efficient device that allowed the market to take-off in 2008, (3) customers’ networks play a major role in the value creation of mobile services. This study provides insights as to the co-creation of value by three stakeholders (the operator, the brand of the device and the customers’ community) and stresses the role of the latter. Consumer-to-consumer interactions create value not only through the sharing of technical advice but also by sharing experiences and dreams about the brand.

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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number hal-00432883.

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    Date of creation: 2009
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    Publication status: Published - Presented, The 2009 Naples Forum on Service : Service-Dominant Logic, Service Science, and Network Theory, 2009, Capri, Italy
    Handle: RePEc:hal:journl:hal-00432883

    Note: View the original document on HAL open archive server: http://hal.archives-ouvertes.fr/hal-00432883/en/
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    Web page: http://hal.archives-ouvertes.fr/

    Related research

    Keywords: Case study; IPhone; Service-centred marketing logic; Value creation; Brand community; Mobile services;

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