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Customers as stakeholders: putting a figure on their value

The Antidote

ISSN: 1363-8483

Article publication date: 1 August 1996


Argues the case for developing loyalty among customers, as applied to stakeholders and including investor loyalty. Uses an illustration of a man wagging his finger at a dog as a dig at present thinking, regarding the social contract between employers and employees. Describes how companies recruit more sales staff as a response to a slow down in revenue growth, drop prices to new customers, adding new products. States this reduces productivity at a high cost — from inexperienced sales staff, unhappy customers pressured into making purchases subsequently regretted, or customers who price‐hop, plus higher production line costs — all of which lead to the company being worse off and prospects damaged in the long‐term.



Kippenberger, T. (1996), "Customers as stakeholders: putting a figure on their value", The Antidote, Vol. 1 No. 2, pp. 16-18.




Copyright © 1996, MCB UP Limited