nstructions:

Through the course material (textbooks, lectures) and the resources provided, examine the Ladder of Loyalty. Then, use this as a lens to reflect/research an example of a business that you believe succeeded online on one specific stage of the loyalty ladder. Then, contrast this with a business that you feel did a poor job online on one specific stage stage of the Loyalty Ladder.

Notice the emphasis on online- your discussion is to be about online strategies only. For example, things like business models, T-shirt campaigns, or trade shows would be out of scope for this course, and will result in a poor content mark.

Note: You will find it helpful to either:

• Confine your compare & contrast arguments to only one specific stage of the loyalty ladder for both companies. For example, two companies where one succeeded at creating clients, however the other failed at creating clients
• Or, confine your compare & contrast arguments to a specific business model. For example, two companies that sell sports equipment online. However, one succeeded at one specific stage of the ladder, but one failed at a different stage of the ladder