Achieve Market Success by Leveraging Customer Turnover
Cool K., Paranikas P. (2012). Achieve Market Success by Leveraging Customer Turnover European Financial Review, (pp2-6).
Customer turnover – the extent to which new customers enter a market and existing customers leave the market – can give thrust to market entrants and destabilize seemingly unbeatable competitors.
Markets with a high turnover are gateways to entry for new entrants. By accelerating low turnover markets, entrants can pry open markets and create opportunity.
The article explains how the customer turnover dynamic works, what the turnover drivers are, and gives strategies for entering markets with a high turnover, for accelerating low turnover markets, and for mastering turnover once entry has been achieved.