The biggest example would be about the Nokia Telecommunication Company. In 2000's the boomed like anything and customer were building because of the goodwill. Customer locked in with company, any product were trusted by the customer. However for the longer time the company could not come up with anything new/ innovative therefore it collapsed onto Innovative Companies like SAMSUNG, XIOAMI etc.
Therefore Customer lock-in is a temporary phenomena but the product innovation will never disspoint a company in long run. Product innovation is important to sustain a high ROIC for a longer time.
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