International Zoological club publishes a monthly magazine for zoology enthusiasts. Members are required to pay an up-front fee to cover the first two years of the subscription when registering with International Zoological club. By doing this, which competitive strategy is International Zoological club implementing?

Question

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By requiring members to pay an up-front fee to cover the first two years of the subscription, International Zoological club is implementing a strategy of locking in customers, as this makes it more difficult for customers to switch to competitors during the initial two-year period.

International Zoological Club Publishes a Monthly Magazine for Zoology Enthusiasts