Ein modelltheoretischer Ansatz zur Planung von Investitionen in Kundenbeziehungen

Buhl, Hans Ulrich; Gneiser, Martin; Heidemann, Julia

doi:10.1007/s00187-009-0077-4

Cited by 2 publications

(1 citation statement)

References 35 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Tirenni et al 2007), but also the planning of investments in customer relationships (cf. Buhl et al 2010). A classification of customers according to their CLV often builds the basis for such value-based investment decisions (Heidemann et al 2009).…”

Section: Related Literature In Crm and Rmmentioning

confidence: 99%

CR2M—an approach for capacity control considering long-term effects on the value of a customer for the company

et al. 2011

Self Cite

View full text Add to dashboard Cite

In the last years, customer centricity has turned out to be a promising paradigm for maximizing corporate value by increasing value contributions from customers. In this context, the discipline of revenue management provides plenty of methods to optimize (predominantly short-term) cash-inflows from customers. However, the paradigm of a value-oriented management requires the integration of perspectives from revenue management and customer relationship management: When controlling scarce, inflexible capacity, the effects of the acceptance or denial of a customer request on the value of a customer for the enterprise have to be considered. Hence, this paper proposes a model for a customer lifetime valueoriented capacity control by allocating scarce resources to products for different customer segments combining methods from both revenue management and customer relationship management -termed CR²M. The model presented in this paper at the same time allows a transparent calculation of opportunity costs caused by a short-term oriented control mechanism. In order to illustrate the applicability of the model, a company of the semiconductor industry serves as example.

show abstract

Section: Related Literature In Crm and Rmmentioning

confidence: 99%