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Customer Portfolio Management for Long-Term Survival

  • Research
  • Marketing, Sales and Communication

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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.

https://link.springer.com/article/10.1007/s11747-020-00765-9

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Author(s)

SINHA Shameek
Teacher-Researcher
EMLV

Institution(s)

Medias of the same institution

05:21

Triple Bottom Line Performance in Post Covid B2B Marketing

The Triple Bottom Line (TBL) concept emphasizes that business success should not be measured solely by financial performance. It includes social and environmental impacts alongside profit. Additionally, dynamic capabilities help firms adapt to rapid environmental changes and enhance sustainability performance. Previous studies have shown that TBL initiatives can also improve sustainability performance. However, no research has investigated how dynamic abilities and TBL initiatives jointly impact B2B firms’ sustainability performance in the post-COVID-19 period. This study aims to examine the implications of dynamic capabilities on TBL performance, particularly from a B2B marketing perspective. By developing and validating a conceptual research model, it contributes to the literature related to dynamic capability view, TBL, and sustainability.
CHAUDHURI Ranjan - EMLV |
  • Research
  • Covid Special Series, Marketing, Sales and Communication, Sustainable Development and CSR
04:24

Synergies of Institutional Theory and Dynamic Capability View in Firm Performance: Exploring Climate Change Adaptation and B2B Marketing Capabilities

Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm’s climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study’s novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.
BAG Surajit - EMLV |
  • Research
  • Logistics and Supply Chain, Marketing, Sales and Communication, Strategic Management
06:06

International Business under Sanctions

In this paper we discuss how sanctions disrupt the institutional framework for international business (IB) and how firms respond to sanctions. We also propose a new research agenda that would help firms and governments to shape their geopolitical strategies.
PANIBRATOV Andrei - |
  • Research
  • Governance, International Management
03:43

Role of trust-building in online recycling platforms

With improving environmental consciousness and the growing demand for valuable resources, waste recycling has become an important concern. This work studies the profit of recyclers and platforms with a degree of trust-building in the reverse logistics system considering the following scenarios: online recycling platform builds trust or not under centralized and decentralized models. The results show that trust-building can effectively make more revenue for the system of the online recycling platform with enhanced demand if the cost of the trust-building construction is relatively low. The revenue-sharing contract is more profitable than the cost-sharing contract but fails to achieve optimization in the integrated setting. We find a new decision support tool for optimal strategies under different decision-making models.
YUAN Zhe - EMLV |
  • Research
  • Logistics and Supply Chain, Sustainable Development and CSR

Medias of the same thematics

  • 00:05:21

Triple Bottom Line Performance in Post Covid B2B Marketing

CHAUDHURI Ranjan - EMLV |
  • Research
  • Covid Special Series, Marketing, Sales and Communication, Sustainable Development and CSR
  • 00:04:24

Synergies of Institutional Theory and Dynamic Capability View in Firm Performance: Exploring Climate Change Adaptation and B2B Marketing Capabilities

Based on institutional theory and the dynamic capability view, this study delves into the relationship between a firm’s climate change adaptation (CCA) capability and its performance, with a focus on the mediating influence of business-to-business (B2B) marketing capability. The study poses two main research questions: RQ1: What role do institutional pressures play in fostering CCA capability among B2B firms in both developed and developing countries? RQ2: How does the CCA capability of B2B firms impact their performance? To validate the theoretical model developed, data is collected through surveys conducted in a developed country (Australia) and a developing country (South Africa). The study holds significance on two fronts: (a) being among the first to examine the influence of institutional pressures on CCA capability development, and (b) uncovering the mediating role of marketing capability in enhancing B2B firm performance through CCA capability. The study’s novel contribution lies in identifying pivotal elements for driving exceptional B2B firm performance amidst climate change, while employing institutional theory and the dynamic capability view to elucidate underlying mechanisms.
BAG Surajit - EMLV |
  • Research
  • Logistics and Supply Chain, Marketing, Sales and Communication, Strategic Management
  • 00:04:28

The interplay of cause familiarity, cause-brand fit, and perceived betrayal in cause-brand alliances.

This cross-cultural study (individualistic vs. collectivistic culture) applies construal level theory, exploring the impact of cause familiarity on brand attitudes and how cause–brand fit mediates this link. The study also examines how perceived betrayal moderates the relationship between cause–brand fit and brand attitude. Data collection involved 455 participants from French and Turkish cultures via snowball sampling. Findings show cause familiarity significantly influences brand attitude, with attitude toward fit in a cause–brand alliance as a mediator. Perceived betrayal also moderates the cause–brand fit and brand attitude relationship, shedding light on the positive effects of aligning with a familiar cause on brand attitudes, emphasizing the crucial role of fit in such alliances.
KHELLADI Insaf - EMLV |
REZAEE VESSAL Saeedeh - EMLV |
  • Research
  • Marketing, Sales and Communication, Sustainable Development and CSR
  • 00:03:52

What is product value perceptions?

Perceived product value describes consumers’ overall assessment of a product. It considers the extent to which a product meets the needs and expectations of a consumer. Product value perceptions can be understood as a trade-off between quality and price.
OSBURG Victoria-Sophie - MONTPELLIER Business School |
  • Management Dictionary
  • Marketing, Sales and Communication
Marketing, Sales and Communication

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