A Relationship Strategy Perspective on Relationship Portfolios

Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy

Thomas Ritter, Henrik Andersen

    Research output: Contribution to journalJournal articleResearchpeer-review

    Abstract

    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.
    Original languageEnglish
    JournalIndustrial Marketing Management
    Volume43
    Issue number6
    Pages (from-to)1005-1011
    ISSN0019-8501
    DOIs
    Publication statusPublished - 2014

    Cite this

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    title = "A Relationship Strategy Perspective on Relationship Portfolios: Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy",
    abstract = "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.",
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    A Relationship Strategy Perspective on Relationship Portfolios : Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy. / Ritter, Thomas; Andersen, Henrik.

    In: Industrial Marketing Management, Vol. 43, No. 6, 2014, p. 1005-1011.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - A Relationship Strategy Perspective on Relationship Portfolios

    T2 - Linking Customer Profitability, Commitment, and Growth Potential to Relationship Strategy

    AU - Ritter, Thomas

    AU - Andersen, Henrik

    PY - 2014

    Y1 - 2014

    N2 - 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.

    AB - 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.

    KW - Invention teams

    KW - Academic scientists

    KW - Team performance

    U2 - 10.1016/j.indmarman.2014.05.013

    DO - 10.1016/j.indmarman.2014.05.013

    M3 - Journal article

    VL - 43

    SP - 1005

    EP - 1011

    JO - Industrial Marketing Management

    JF - Industrial Marketing Management

    SN - 0019-8501

    IS - 6

    ER -