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Article
Publication date: 11 March 2014

Suvi Nenonen and Kaj Storbacka

The last two decades have seen a surge of interest in the concept of value in business markets. Furthermore, extant literature suggests that value capture can be conceptualized as…

1817

Abstract

Purpose

The last two decades have seen a surge of interest in the concept of value in business markets. Furthermore, extant literature suggests that value capture can be conceptualized as the return on the firm's customer assets. However, the existing customer asset management literature has a strong bias towards consumer markets. Thus, the purpose of this paper is to create a conceptual framework for managing customer assets for improved value capture in a business market context, and to illustrate the use of the framework empirically.

Design/methodology/approach

The authors approach the topic with conceptual development and a longitudinal case illustration from a globally operating forestry product firm.

Findings

The findings of the study indicate that B2B firms can increase their value capture by dividing their customer base into customer portfolios, which are managed with differentiated customer management concepts targeted to increase the economic profit contribution of each customer portfolio.

Practical implications

The business practitioners in B2B contexts are likely to find the proposed customer portfolio approach to managing the customer assets more approachable than the prevailing customer lifetime models. In order to gain maximum value capture benefits from portfolio-specific customer management concepts, they should be approached cross-functionally instead of limiting them to the domains of marketing and sales.

Originality/value

The study contributes to literature on value capture and customer asset management by providing a framework for managing customer assets for increased value capture that is applicable to business markets and circumvents the majority of challenges associated with the customer lifetime value models.

Details

Management Decision, vol. 52 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

Book part
Publication date: 17 July 2015

Yi-Hui Tai, Wen-Ying Wang and Jerome Katrichis

The purpose of this paper is to describe the interactions between accounting and marketing activities in a Taiwanese telecommunication firm by demonstrating the dramatic impact…

Abstract

Purpose

The purpose of this paper is to describe the interactions between accounting and marketing activities in a Taiwanese telecommunication firm by demonstrating the dramatic impact that improved costing methods had on the firm’s customer portfolio management activities and consequently on the firm’s bottom line.

Methodology/approach

The paper presents a case study of a firm in the highly competitive telecommunications industry in Taiwan. The case study was constructed by interviewing key individuals within the organization over an extended period and supplementing those reports with an analysis of internal company documents.

Findings

The firm dramatically increased profitability through the integration of activity-based costing into their customer portfolio framework requiring marketing and accounting functions to work closely together. In this rapidly evolving market, cost allocation and customer portfolio management are indispensable. Identifying accurate costs and keeping key customers is a critical issue for the case company. While theoretically the approach is simple, in practice considerable hurdles needed to be overcome.

Originality/value

While considerable literature suggests that customer profitability drives the management of an organization’s customer portfolio, critical to the success of such an endeavor is the accurate calculation and allocation of costs to individual customers. As an interdisciplinary study, this paper provides insights for both accounting and marketing highlighting their reliance on each other in a sound firm. The results of this paper will serve as a supplement to past customer portfolio management research as well as a reference for any firm seeking to enhance their approach to portfolio management.

Article
Publication date: 13 March 2017

Ann Højbjerg Clarke, Per Vagn Freytag and Judith Zolkiewski

The purpose of this paper is to extend the discussion about customer portfolios beyond simple identification of models and how they can be used for balanced resource allocation to…

Abstract

Purpose

The purpose of this paper is to extend the discussion about customer portfolios beyond simple identification of models and how they can be used for balanced resource allocation to a discussion about how portfolios should take into account views from relationship partners and how they should be aligned in internal as well as a relational context.

Design/methodology/approach

The portfolio literature is reviewed (most recent, seminal, IMP related) and considered in the context of both the sales organization and the customers involved in the portfolio. A conceptual framework is introduced that helps improve the understanding of how customer portfolio models can actually be applied from a relational perspective.

Findings

The key aspects of the conceptual framework relate to how alignment of the relationships in the portfolio is achieved. Critical to this are the interaction spaces that facilitate communication relating to alignment and provide the context for the legitimacy of these actions to be discussed.

Research limitations/implications

This framework needs to be empirically explored.

Practical implications

Understanding of alignment and misalignment processes in customer portfolios gives managers a tool to help to cope with the dynamic aspects of the customer portfolio. Recognition of the importance of communication to the process, the development of trust and the role of legitimacy also provides areas that managers can focus upon in their relationship management processes.

Originality/value

This conceptualization moves the consideration of relationship/customer portfolios beyond simply that of a resource allocation tool into a process that facilitates the use of the portfolio in relational processes and thus aids their understanding of how portfolios can be usefully applied.

Details

IMP Journal, vol. 11 no. 1
Type: Research Article
ISSN: 2059-1403

Keywords

Article
Publication date: 1 January 2004

Teck‐Yong Eng

An important managerial task in business‐to‐business marketing is the strategic management of supplier‐customer relationships, which is concerned with a portfolio of…

3843

Abstract

An important managerial task in business‐to‐business marketing is the strategic management of supplier‐customer relationships, which is concerned with a portfolio of relationships. A review of existing customer portfolio theories reveals that: most of the portfolio dimensions have not yet been empirically validated; the theoretical base of relevant dimensions may be conceptually inadequate in terms of strategy analysis; and the link between customer portfolio dimensions and customer performance has not yet been examined. Attempts to address these gaps in the literature by studying customer portfolios of large UK‐based banks. The main results indicate that the common industrial organization perspective may only give a short run picture of customer performance. Suggests that long run positioning value of a customer portfolio can be accounted for by resource‐based analysis and strategic approach to customer portfolio analysis. Concludes with a discussion of the results and implications.

Details

Journal of Business & Industrial Marketing, vol. 19 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 19 October 2023

Markus Vanharanta and Phoebe Wong

This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological…

Abstract

Purpose

This study aims to contribute to the field of customer portfolio management by proposing a novel approach rooted in dialectic critical realism (DCR). DCR, as an ontological theory, enables a fundamental reimagining of customer portfolio management as a dialectic process. The conceptualized dialectic portfolio management is motivated by the concept of “absence”, akin to Hegelian “antithesis”, which highlights limitations, problems and tensions in portfolio management. In essence, “absence” serves as a diagnostic tool that directs portfolio actions towards resolving problems by pursuing a more comprehensive “totality”, similar to the Hegelian notion of “synthesis”.

Design/methodology/approach

This conceptual paper theorizes DCR in business marketing and customer portfolio management.

Findings

DCR conceptualizes customer portfolios as relational structures characterized by omissions and tensions. These issues are addressed through a dialectic synthesis aimed at achieving a more comprehensive “totality”. Consequently, DCR guides portfolio management to continually re-think the connections and distinctions that define a portfolio within its network context. This dialectic process is facilitated by a novel vocabulary that enhances the understanding of network and portfolio relations, incorporating concepts such as “intrapermeations”, “existential constitutions”, “intra-connections” and “intensive” and “extensive” portfolio practices.

Originality/value

This study aims to foster a fresh and process-oriented perspective on portfolio management, drawing inspiration from the growing demand for enriched dialectic theorizing within the realm of business marketing. The adoption of a dialectic process orientation based on DCR revolutionizes the comprehension of portfolio management by fundamentally reimagining the underlying ontological assumptions that underpin the existing body of literature on customer portfolios. Moreover, DCR asserts that ethical considerations are inextricably linked to human experiences and associated practices, emphasizing ethics as an integral component of customer portfolio management.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 1 April 1996

Peter W. Turnbull and Theofanis Moustakatos

Follows the previous article by presenting results of empirical research using a sample of investment banks and their large corporate customers. Focuses on how the banks define…

4241

Abstract

Follows the previous article by presenting results of empirical research using a sample of investment banks and their large corporate customers. Focuses on how the banks define their source of competitive advantage. Compares and contrasts the views of the banks with those of their customers relating to the purchasing of investment bank services and the principal criteria used for selection of those services.

Details

International Journal of Bank Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Book part
Publication date: 17 July 2015

Abstract

Details

Advances in Management Accounting
Type: Book
ISBN: 978-1-78441-650-8

Article
Publication date: 10 January 2020

Amélia Brandão, Jose Carlos C. Sousa and Clarinda Rodrigues

This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.

2315

Abstract

Purpose

This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.

Design/methodology/approach

Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.

Findings

The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).

Research limitations/implications

Further research should aim at testing the proposed framework in different types of companies and countries.

Originality/value

This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.

Details

European Business Review, vol. 32 no. 2
Type: Research Article
ISSN: 0955-534X

Keywords

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Article
Publication date: 5 May 2015

Vikram Bhakoo, Prakash Jagat Singh and Austin Chia

The purpose of this paper is to develop a better understanding of how the supply chain structure (i.e. degree of vertical integration) of a focal organization shapes the breadth…

2192

Abstract

Purpose

The purpose of this paper is to develop a better understanding of how the supply chain structure (i.e. degree of vertical integration) of a focal organization shapes the breadth of its portfolio of technologies.

Design/methodology/approach

In total, three case studies were conducted involving key players in the Australian mass grocery retail sector. Each had a distinct supply chain structure (i.e. totally vertically disintegrated, partially vertically integrated and totally vertically integrated). Each supply chain case study included manufacturers or suppliers, transport and logistics service providers, wholesalers/distributors, as well as the mass grocery retail organizations. Interviews with key personnel from these organizations and other relevant information informed the findings and conclusions.

Findings

The information technologies employed by the three focal case organizations and their extended trading partners varied in terms of level, type, complexity and sophistication. The authors highlight how the choice of supply chain technologies is affected by supply chain structure (extent of vertical integration). The authors found that disintegrated supply chain structures have a broader portfolio of technologies, whereas integrated supply chains have a narrow portfolio.

Research limitations/implications

This study is confined to three organizations in the Australian mass grocery retail sector, so any extensions should be made with caution.

Practical implications

The framework presented in this study can guide organizations in assessing the appropriateness of their supply chain portfolios of technologies with the structure of their supply chains. For standard setting bodies, the findings of this study suggest that technologies need to be tailored to the requirements of the supply chains, with the level of vertical integration being one easy way to segment the supply chain types.

Originality/value

The study adapts and extends the “arcs of integration” framework. The propositions enhance the understanding of how supply chain structure, in the form of degree of vertical integration influences an organization’s supply chain portfolio of technologies.

Details

International Journal of Physical Distribution & Logistics Management, vol. 45 no. 4
Type: Research Article
ISSN: 0960-0035

Keywords

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