Professor of Strategic Management
JOURNAL ARTICLE | Harvard Business Review | 89 | May 2011
When Every Customer Is a New Customer: High-turnover Markets offer big Opportunities to win Share, Here’s how to do it
High-turnover markets offer big opportunities to win share and to beat seemingly unbeatable competitors. The article explains why customer turnover matters, why some markets have a higher turnover than others, how to enter high-turnover markets, and how to be successful in these markets.