Opinion & Analysis

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Image courtesy of Apple Inc.

Why Dominant Companies Are Vulnerable

Research has shown that several factors influence a company’s ability to retain market leadership. However, one factor has largely been ignored: the psychological forces that drive decisions consumers make and, specifically, the degree to which people feel they have choices. Once people have learned a company’s technology interface, they become more efficient using that interface and are often reluctant to switch to products requiring new skills or allowing limited transfer of current skills.

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Showing 61-80 of 236