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Marketing Intelligence & Learning Ecosystem
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Airtel Thanks: Rewards Program as a Customer Retention Innovation
Industry & Competitive Context India's telecom industry entered a structurally different competitive phase after September 2016, when Reliance Jio launched commercial services with free voice and heavily discounted data, triggering an industry-wide price war. An academic case analysis published in the Journal of Management for Global Sustainability (via SAGE) describes how Jio's pricing pressure forced Vodafone, Idea, and Bharti Airtel to cut prices and absorb falling average
1 day ago9 min read
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