Browsing by Author "Zerwas, Tara"
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- Apple’s closed ecosystem and privacy-centric strategy : an analysis of sustainable growth and competitive advantage in the smartphone industryPublication . Zerwas, Tara; Flórido, JoãoThis dissertation examines Apple's corporate strategy, focusing on its closed ecosystem and privacy-driven differentiation, to assess its contributions to sustainable growth and competitive advantage in the saturated smartphone industry. The research addresses two main questions: whether Apple's strategies contribute to sustained growth and competitive advantage, and if so,how these outcomes are achieved. The findings suggest that Apple's closed ecosystem is the cornerstone of its sustainable growth strategy. Features like iCloud, AirDrop and Continuity enable seamless integration across devices, fostering customer loyalty, repeat purchases and a lock-in effect. Statistical analysis shows that multi-product ownership significantly increases the perceived value of the ecosystem, demonstrating its central role in customer retention and market differentiation. The role of privacy-focused differentiation is less clear. While privacy aligns with Apple's brand values and builds consumer trust, its stand-alone impact as a driver of purchase decisions remains unclear. However, integrating privacy into the ecosystem, particularly in features such as secure data sharing, may increase its perceived value among privacy-conscious users. The study concludes that Apple's ecosystem is the primary driver of its competitive advantage and sustainable growth, while privacy complements the overall strategy. These findings highlight the importance of Apple's continued emphasis on ecosystem enhancements and suggest opportunities for educating consumers about the role of privacy in their technology choices. Future research should explore evolving consumer attitudes towards privacy and their potential influence on purchasing behaviour.