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

URN to cite this document:
urn:nbn:de:bvb:355-epub-232021
Buhl, Hans Ulrich ; Heinrich, Bernd
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Date of publication of this fulltext: 30 Jan 2012 12:57


Abstract

For identifying and selecting the most profitable customers in terms of the shareholder value, the Customer Lifetime Val-ue (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 ...

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