Numerous new products introduced to the market during the last few decades are services. An important characteristic of services that has a considerable influence on service growth is customer attrition. Attrition can occur at the category level (disadoption), or between firms (defection)....

In this article, we showed the results of our study on the saddle phenomenon by an analytical model of two markets!early and mainstream!and the relationships between them. This model creates a growth pattern wherein a saddle can be discerned. We tested this model empirically on seven product...