Natter, Martin; Mild, Andreas; Wagner, Udo; Taudes, Alfred - In: Marketing Science 27 (2008) 4, pp. 600-609
Tele.ring is a mobile phone organization selling contracts and cell phones in the Austrian market. The market situation in 2005 was highly competitive and dynamic, resulting in relatively short tariff life cycles. Excessively long lead times made tele.ring's management feel dissatisfied with...