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Valuing Customer Portfolios under Risk-Return-Aspects : A Model-based Approach and its Application in the Financial Services Industry

Titelangaben

Buhl, Hans Ulrich ; Heinrich, Bernd:
Valuing Customer Portfolios under Risk-Return-Aspects : A Model-based Approach and its Application in the Financial Services Industry.
In: Academy of Marketing Science Review. Bd. 12 (2008) Heft 5 . - S. 1-32.
ISSN 1526-1794

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Abstract

For identifying and selecting the most profitable customers in terms of the shareholder value, the Customer Lifetime Value (CLV) gained broad attention in marketing literature. However, in this paper, the authors argue that the CLV does not take into account the risk associated with customer relationships and consequently does not conform to the principle of shareholder value. Therefore, a quantitative model based on financial portfolio selection theory is presented that considers the expected CLV of customer segments as well as their risk. The latter includes the correlation among the segments. It is shown how imperfect correlation among segments may be employed to maximize the value of the customer portfolio. Since portfolio selection theory does not allow for the consideration of fixed costs, it is extended by a heuristic method consisting of two algorithms, referred to as “subtract”- and “add”-approach.

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Publikationsform: Artikel in einer Zeitschrift
Begutachteter Beitrag: Ja
Keywords: customer profitability; customer portfolio;, customer segment valuation; financial services industry
Institutionen der Universität: Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät > Fachgruppe Betriebswirtschaftslehre
Forschungseinrichtungen
Forschungseinrichtungen > Institute in Verbindung mit der Universität
Forschungseinrichtungen > Institute in Verbindung mit der Universität > Projektgruppe Wirtschaftsinformatik der Fraunhofer FIT
Forschungseinrichtungen > Institute in Verbindung mit der Universität > FIM Kernkompetenzzentrum Finanz- & Informationsmanagement
Fakultäten
Fakultäten > Rechts- und Wirtschaftswissenschaftliche Fakultät
Titel an der UBT entstanden: Nein
Themengebiete aus DDC: 000 Informatik,Informationswissenschaft, allgemeine Werke > 004 Informatik
300 Sozialwissenschaften > 330 Wirtschaft
Eingestellt am: 09 Okt 2018 09:32
Letzte Änderung: 22 Jan 2019 08:19
URI: https://eref.uni-bayreuth.de/id/eprint/45990