Customer Equity Analyses

Applicabilities and Limitations in Value-Based Management

Business & Finance, Marketing & Sales
Cover of the book Customer Equity Analyses by Kay-Oliver Bunn, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Kay-Oliver Bunn ISBN: 9783640312375
Publisher: GRIN Publishing Publication: April 20, 2009
Imprint: GRIN Publishing Language: English
Author: Kay-Oliver Bunn
ISBN: 9783640312375
Publisher: GRIN Publishing
Publication: April 20, 2009
Imprint: GRIN Publishing
Language: English

Diploma Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: Corporate management today is exposed to an area of conflict that allows only limited latitude. On the one hand, top management is regularly faced with the company owners' requests for an appropriate return on equity or Shareholder Value, a request that executives of public companies are mostly obliged to by contract: 'Corporate Mission Statements proclaiming the responsibility of management is to maximize shareholder's total return via dividends and increases in the market price of the company's shares around.' On the other hand, increasingly mature and well informed customers demand more and more customized goods for their individual requirements and are often known to change their buying behavior quickly. This behavior forces many organizations to an uncompromising orientation towards Customer Value, and a strict customer focus in both corporate planning and management, in order to further develop competitive advantages and to satisfy and retain valuable customers. This is particularly true for middle and lower management. Hence value creation for customers finds itself opposed to value creation for shareholders. A conflict that appears to find its resolution only in a consequent consideration of customer relationships as investment objects, whose continuation or intensification must be justified through an evaluation of economic efficiency. Against this background, systematic customer valuations become indispensable in order to obtain segmented and efficient market development and to enable a supplier to substantially ensure the availability of the critical resource customers. Based on the fundamentals of value-based management theory, value-based marketing and the reciprocal character of customer orientation, the author examines the coherence between Customer Equity and Shareholder Value and discusses how and to what extent it can become an appropriate management performance indicator for value-oriented customer relationship management. Furthermore, a selection of some of the most important monetary and non-monetary value potentials of customer relationships are characterized and interpreted. The author concludes with a critical discussion of the applicabilities and limitations of a wide array of uni-dimensional, multi-dimensional and process-oriented Customer Equity models that are suggested to give marketers and managers a better understanding of the fundamental question for the contributions of marketing to organizational performance.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Diploma Thesis from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Applied Sciences Essen, language: English, abstract: Corporate management today is exposed to an area of conflict that allows only limited latitude. On the one hand, top management is regularly faced with the company owners' requests for an appropriate return on equity or Shareholder Value, a request that executives of public companies are mostly obliged to by contract: 'Corporate Mission Statements proclaiming the responsibility of management is to maximize shareholder's total return via dividends and increases in the market price of the company's shares around.' On the other hand, increasingly mature and well informed customers demand more and more customized goods for their individual requirements and are often known to change their buying behavior quickly. This behavior forces many organizations to an uncompromising orientation towards Customer Value, and a strict customer focus in both corporate planning and management, in order to further develop competitive advantages and to satisfy and retain valuable customers. This is particularly true for middle and lower management. Hence value creation for customers finds itself opposed to value creation for shareholders. A conflict that appears to find its resolution only in a consequent consideration of customer relationships as investment objects, whose continuation or intensification must be justified through an evaluation of economic efficiency. Against this background, systematic customer valuations become indispensable in order to obtain segmented and efficient market development and to enable a supplier to substantially ensure the availability of the critical resource customers. Based on the fundamentals of value-based management theory, value-based marketing and the reciprocal character of customer orientation, the author examines the coherence between Customer Equity and Shareholder Value and discusses how and to what extent it can become an appropriate management performance indicator for value-oriented customer relationship management. Furthermore, a selection of some of the most important monetary and non-monetary value potentials of customer relationships are characterized and interpreted. The author concludes with a critical discussion of the applicabilities and limitations of a wide array of uni-dimensional, multi-dimensional and process-oriented Customer Equity models that are suggested to give marketers and managers a better understanding of the fundamental question for the contributions of marketing to organizational performance.

More books from GRIN Publishing

Cover of the book Literary Modernism: Katherine Mansfield and the Short Story by Kay-Oliver Bunn
Cover of the book The haunted wilderness as the Sublime in Canadian Gothic fiction in the 19th century by Kay-Oliver Bunn
Cover of the book Communication & Cooperation: What happens when the group / team is too large or too small? by Kay-Oliver Bunn
Cover of the book The Movies by Fritz Lang by Kay-Oliver Bunn
Cover of the book Analysis of the biotechnological market of Russia to find a market entry strategy for BASF Plant Science by Kay-Oliver Bunn
Cover of the book EU and Russia - a real partnership? by Kay-Oliver Bunn
Cover of the book Brand Personality by Kay-Oliver Bunn
Cover of the book Symbolism in William Shakespeare's As You Like It by Kay-Oliver Bunn
Cover of the book 'The Beast with Two Backs'. Race and Racism in Shakespeare's 'Othello' by Kay-Oliver Bunn
Cover of the book Different Readings of Sir Thomas More's Utopia - from an Ideal state to the First Dystopia by Kay-Oliver Bunn
Cover of the book E-Business Evolution by Kay-Oliver Bunn
Cover of the book Economic Analysis of settlements by Kay-Oliver Bunn
Cover of the book Wild or possible? How different approaches to reflexive binding explain the nature of interlanguage grammars in Second Language Acquisition by Kay-Oliver Bunn
Cover of the book Reaganomics - Change through continuity by Kay-Oliver Bunn
Cover of the book Tocqueville and Hartz v. Madison by Kay-Oliver Bunn
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy