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 language | English |
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Journal | Industrial Marketing Management |
Volume | 43 |
Issue number | 6 |
Pages (from-to) | 1005-1011 |
ISSN | 0019-8501 |
DOIs | |
Publication status | Published - 2014 |