Users' data has become a crucial production factor for companies and a necessary asset if they are to compete in the digital ecosystem. However, users' data is a production factor that is not mobile across companies, since a company can only use the data that its customers—its “users”—...

The advent of the Internet has revolutionized the way companies advertise, develop and distribute products. Firms can now customize their advertising messages and products to the particular characteristics and needs of customers. Customers themselves can create their own products. We investigate...