Eng, T.-Y., 2004. Does Customer Portfolio Analysis Relate to Customer Performance? An Empirical Analysis of Alternative Strategic Perspective. Journal of Business & Industrial Marketing, 19 (1), pp. 49-67.
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An important managerial task in business-to-business marketing is the strategic management of supplier-customer relationships, which is concerned with a portfolio of relationships. A review of existing customer portfolio theories reveals that: most of the portfolio dimensions have not yet been empirically validated; the theoretical base of relevant dimensions may be conceptually inadequate in terms of strategy analysis; and the link between customer portfolio dimensions and customer performance has not yet been examined. Attempts to address these gaps in the literature by studying customer portfolios of large UK-based banks. The main results indicate that the common industrial organization perspective may only give a short run picture of customer performance. Suggests that long run positioning value of a customer portfolio can be accounted for by resource-based analysis and strategic approach to customer portfolio analysis. Concludes with a discussion of the results and implications.
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Business School > Centre for Research in Management|
|Deposited By:||INVALID USER|
|Deposited On:||22 Dec 2008 19:16|
|Last Modified:||07 Mar 2013 15:02|
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