Firms change over time. Which changes are so damaging that consumers believe the firm’s very identity ceases to exist? We explored this question using Twitter data and eight experiments involving nearly 3,000 subjects. Consumers judged that moral deteriorations were particularly disruptive to...

The vigorous impact of the Web in time and space arises from the fact that it motivates massive creation, editing and distribution of information by Users with little knowledge. This unprecedented continuum provides novel opportunities for innovation but also puts under jeopardy its survival as...