“…Typically, it has been thought that the key factors for success in network markets are the pricing policy adopted (Ariff, Prasad, & Vozikis, 2007;Brynjolfsson & Kemerer, 1996;Dhebar & Oren, 1986;Katz & Shapiro, 1986;Oren & Dhebar, 1985;Sanchis, 2006;Xie & Sirbu, 1995), the expectations of success generated (Balacer & Lippman, 1984;Besen & Farrell, 1994;Economides, 1996aEconomides, , 1996bEconomides & Himmelberg, 1995a, 1995bKatz & Shapiro, 1985, 1992Mas-Verdú, 2007;McGee & Sammut, 2002;McKee, 2008;Yang, 1997), the complementary products market (Amit & Zott, 2001;Brynjolfsson & Kemerer, 1996;Colombo & Grilli, 2006;Cusumano, Mylonadis, & Rosenbloom, 1992;Gupta, Jain, & Sawheny, 1999;Nelson, Kanso, & Levitt, 2007;Shapiro & Varian, 1998, 1999Wade, 1995), or the moment of entry into the market (Schilling, 1998(Schilling, , 2002Srinivasan, Lilien, & Rangaswamy, 2004). We know now that the market structure itself must also be taken into consideration: the evolution of the latter will vary widely depending on the public targeted by marketing actions during the launch phase.…”