Analysis_of_Customer_Portfolio_and_Relationship_Ma.pdf

Gilboa and schmeidler 1995 the theory of

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Gilboa and Schmeidler (1995) The theory of axiomatization of decision making that chooses a best act in accordance with its past performance. Olsen and Ellram (1997) This model discusses the three step analysis of supplier relationship. The first step involves the portfolio analysis of the purchases of the company on the matrix bond with purchase situation on one axis and strategic importance on the other. The second stage is build around 3x3 matrix with high , medium and low as the categories on each axis. One of the axes represents relative supplier attractiveness while the other depicts strength of relationship. The last stage involves in comparing the results of the earlier matrices. Turnbull and Zolkiewski (1997) The model discusses the profitability and rate of customers in order to realize the sales volume. The customer portfolio matrix has been designed considering three dimensional analysis of the variables- cost to serve, net price and relationship value. Browne (2000) Dynamic active portfolio management related to the trade-off between achievement of performance of goal and risk of short fall forms the thesis of the model.
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36 Figure 3 . Market Environment Related Portfolio Model Business Organization Diffusion of Innovation Adaptation Behavior Strengths Attractiveness Industry Product Competitive Dimensions Brand Life Cycle Economic Factors Customer Decision Risk Customer Life Cycle Figure 4 Value Based Portfolio Model A B C D Organizational Values Supplier Values Customer Values Brand strength Attractiveness Knowledge management Ethical values Competitive gains Perceived use value Volume of buying CRM services Product portfolio management Distribution efficiency Technology transfer Customer education Determinants of CPM A : Risk aversion B : Switching attitude C : Market control D : Loyalty and relationship View publication stats
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