Driving shareholder value with customer asset management: Moving beyond customer lifetime value

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dc.contributor.author Nenonen, Suvi en
dc.contributor.author Storbacka, Kaj en
dc.date.accessioned 2017-05-11T05:02:04Z en
dc.date.issued 2016-01 en
dc.identifier.citation Industrial Marketing Management 52:140-150 Jan 2016 en
dc.identifier.issn 0019-8501 en
dc.identifier.uri http://hdl.handle.net/2292/32864 en
dc.description.abstract Customer relationships can be conceptualized as market-based assets. Links have been shown between management of these assets and the creation of shareholder value. However, the business-to-business applications of customer asset management seem to lag behind the applications suggested in a business-to-consumer context. This occurrence is possibly related to an over-emphasis on customer lifetime value-based approaches that do not cover the complexities of business-to-business relationships. The authors posit that customer asset management applications should pay attention to all four drivers of shareholder value: revenue, cost, assets, and risk. Using as their basis a review of literature and the findings of an empirical research process consisting of three longitudinal case studies, the authors develop a conceptual framework, identify four research propositions, and outline 11 ways of managing business-to-business customer relationships for increased shareholder value. The findings from the case studies suggest that B2B firms are able to acknowledge all suggested shareholder value drivers. Findings also suggest that firms should develop customer portfolio models and differentiate their customer management concepts in order to move customer asset management beyond traditional acquisition–retention optimization. en
dc.publisher Elsevier BV en
dc.relation.ispartofseries Industrial Marketing Management en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title Driving shareholder value with customer asset management: Moving beyond customer lifetime value en
dc.type Journal Article en
dc.identifier.doi 10.1016/j.indmarman.2015.05.019 en
pubs.begin-page 140 en
pubs.volume 52 en
dc.rights.holder Copyright: Elsevier BV en
pubs.end-page 150 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Article en
pubs.elements-id 524262 en
pubs.org-id Business and Economics en
pubs.org-id Graduate School of Management en
pubs.org-id Marketing en
pubs.record-created-at-source-date 2017-05-11 en

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