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


    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
    Issue number6
    Pages (from-to)1005-1011
    Publication statusPublished - 2014

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