Expanding the Role of Marketing: From Customer Equity to Market Capitalization

By Vinay Kumar, Denish Shah. 2009

302 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/fc40b237c7252d7ad1ab890472dc4c1889bb38ee

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Citations in the corpus

Assessing Performance Outcomes in Marketing (2016, background): “…to the financial value of a firm’s customers (e.g., Gupta, Lehmann, and Stuart 2004) and developments in how this value might be best assessed (e.g., Kumar 2008; Venkatesan and Kumar 2004), relatively few studies have included measures in this domain (e.g., CLV) as dependent variables measuring…”
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, background): “In this regard, recent research has demonstrated that when firms try to understand and leverage the true power of measuring and maximizing CLV, it ultimately results in enhanced firm value (Berger et al. 2002; Kumar, Ramaswami, and Srivastava 2000; Kumar and Shah 2009).”
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value (2018, background): “Yet, given sufficient evidence that strategies aiming to influence customer loyalty and customer lifetime value increase performance (e.g., Kumar and Shah 2009; Kumar and Reinartz 2016), it may very well be that these positive performance effects are due to increased transactional customer…”
Impact of Emerging Markets on Marketing: Rethinking Existing Perspectives and Practices (2011, background): “As mentioned previously, the concept of CLV and profitability at the individual customer level resulted in modeling the economic value of customer centricity (Kumar and Peterson 2004; Kumar and Shah 2009).”
Referral Programs and Customer Value. (2011, background): “3 This way, we do not need to predict margins and retention rates beyond four years after the end of the data window, and the resulting CLV values are unlikely to be overly affected by forecasting error (Kumar and Shah (2009). 4 We base the discount rate on the CAPM.”