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Customer Portfolio Management for Long-Term Survival

  • Research
  • Marketing, Sales and Communication
1,3K views

Our objective was to understand how effective a firm is in attracting its target customers. To do this, we developed a model that relates a firm’s marketing activities to the mix of customers buying from the firm. Most marketing models simply ask how a firm’s marketing activities influence the number of customers buying the brand. We asked how a firm’s marketing activities influence the kinds of customers buying the brand.

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Auteur.e(s)

SINHA Shameek
Teacher-Researcher
EMLV

Institution(s)

Vidéos de la même institution

This paper examines how start-ups mobilise intermediaries to access resources within sustainable and technological innovation ecosystems (SIEs and TIEs). Drawing on a relational chain approach and quantified narrations of 90...
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Delivering Sustainability Through Ecosystem Innovation

  • Research
Organizations across the world continue to pour resources into business intelligence and analytics (BI&A) tools, expecting sharper insights and smarter decisions. Yet many companies still struggle to capture real value...
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03:59

From Data to Decisions: What Success Really Means?

UL-AIN Noor - EMLV
  • Research
Corporate social responsibility (CSR) is part of the larger debate on whether firms engage in CSR to promote social interests or strictly to achieve legitimacy and thus are implicitly involved...
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04:24

When Corporate Social Responsibility Meets Taxation

GAAYA Safa - EMLV |
LAKHAL Fathen - EMLV
  • Research

Vidéos de la même thématique

Can meditation really shape our buying habits? ESCP Business School Professor and Behavioural Scientist Ben Voyer explores the link between mindfulness and consumer behaviour. Discover why consumers love choice—but hate...
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Can Mindfulness Change the Way We Shop? Behavioural Science Insights

VOYER Benjamin - ESCP Business School
  • Tendances
This research shows that innovation depends on firms’ ability to leverage external knowledge. It examines how open innovation, crowdsourcing, and external collaborations can be effectively organized. The findings highlight the...
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03:51

The Innovation Formula: Market Orientation plus Managing External Knowledge

OBEROI Poonam - Excelia Business School
  • Research
Loneliness is a widespread concern among older adults, profoundly affecting their well-being. Social robots—designed to engage in social interactions and form emotional connections—are increasingly perceived as social actors in human-robot...
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03:33

How Social Robots Mitigate Emotional and Social Loneliness

  • Research
Marketing, Sales and Communication

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