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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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Author(s)

SINHA Shameek
Teacher-Researcher
EMLV

Institution(s)

Video(s) of the same institution

As environmental sustainability gains prominence, institutional investors are increasingly recognized for their influence on corporate environmental practices. This study investigates how institutional investors' ownership and investment horizon affect corporate waste...
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03:24

How Investors Shape Corporate Waste Management

LAKHAL Faten - EMLV
  • Research
This paper examines how human capital (HC) outflows, triggered by economic sanctions, constitute a profound environmental disruption with long-term consequences for firms. We find that in the face of sustained...
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03:55

Human resource management under sanctions and skilled labor exodus

LATUKHA Marina - EMLV |
PANIBRATOV Andrei - EMLV
  • Research
Video games are a global digital infrastructure with real economic and social impact. They raise ethical challenges - from harassment to manipulative gamification - often overlooked by traditional frameworks. Normative,...
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03:33

Gamification ethics

PIGNOT Edouard - EMLV
  • Trends

Video(s) of the same topic(s)

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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00:00

How Social Robots Mitigate Emotional and Social Loneliness

DANG Jennie Ngoc Bich - Excelia Business School
  • Research
This research develops a new conceptual framework based on use intention for classifying purchases. Accordingly, it moves past the dominant material vs. experiential dichotomy as well as adding a third...
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00:00

Activity Engagement Purchases and Happiness

HAWKINS Matthew - Burgundy School of Business
  • Research
Our goal was to understand the effectiveness of a company in attracting its customer targets. To do this, we have developed a model that links a company’s marketing activities to...
voir
00:00

Managing the client portfolio for long-term survival

SINHA Shameek - EMLV
  • Research
Marketing, Sales and Communication

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