Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy
The paper develops a three-dimensional portfolio model for business relationships which distinguishes among six different categories. Based on assessments of customer profitability, customer commitment, and growth potential, the positioning of a given customer relationship in the portfolio allows managers to determine appropriate customer relationship strategies and appropriate performance indicators. Results from applying the portfolio model are reported and managerial implications and future research are discussed.
Industrial Marketing Management, 2014, Vol 43, Issue 6, p. 1005-1011
Invention teams; Academic scientists; Team performance