The Use of Customer Portfolio Theory کاربرد تئوري سبد سرمايه گذاري مشتري ترجمه + متن اصلي

The Use of Customer Portfolio Theory کاربرد تئوري سبد سرمايه گذاري
مشتري
فهرست مطالب
عنوان صفحه
معرفي ................................................................................................................................ 1
تحليل سبد سرمايه گذاري مشتري ............................................................................. 2
قابليت سوددهي مشتريان به عنوان مبنايي براي طرح سرمايه گذاري ............... 6
اهداف تحقيقات ......................................................................................................... 8
روش شناسي ............................................................................................................... 9
تحليل ......................................................................................................................... 10
ساختار سبد سرمايه گذاري ها ................................................................................ 11
قابليت سوددهي مشتري/ قدرت درک شده ارتباط ............................................ 12
قابليت سوددهي مشتري .......................................................................................... 12
قدرت ارتباطات دريافت شده ................................................................................. 17
تصميم ........................................................................................................................ 19
نتايج ................................................................................................
Introduction
Portfolio theory was first developed to be
used in financial investment decision making
during the 1950s (Markowitz, 1952). The
main inputs for portfolio evaluation in
financial investment decisions were
postulated as being “expected return” and
“degree of risk”. Portfolio theory has,
however, since been applied in areas other
than finance. The initial area of application
was in auditing product programs (Marvin,
1972), where individual products or groups
of products were analyzed in terms of their
current and future market share, sales,
volume, costs and investment requirements.
Subsequently, the portfolio approach received
increasing attention from corporate strategists
(Ansoff and Leontiades, 1976; Hedley, 1977;
Hofer and Schendell, 1978; Wind and
Douglas, 1981) all of whom have been
primarily concerned with the classification
of products and/or businesses on certain key
dimensions in order to assist in the
achievement of corporate strategic objectives.
Key dimensions have included market share,
market growth, market attractiveness and
competitive position depending on which
model has been offered. Regardless of the
dimensions used, the basic idea is that the
positions of the units on the grid should
determine the formulation of the most
appropriate strategy.
Portfolio theory is essentially concerned,
therefore, with facilitating decisions in the
allocation of finite resources among different
assets, be it financial investments, products
or strategic business units. These finite
resources may be used in alternative ways
to achieve agreed objectives.
There have also, however, been many
critics of portfolio theory, who have
suggested that a portfolio simply facilitates
visualization rather than serving as an
analytical and prescriptive tool in itself.
In other words, critics say that portfolio
analyses do not provide strategic answers for
resource allocation and strategy formulation.
They do stress, however, that they can aid
decision making but would have to be used
with caution.
Customer Portfolio Analysis
The application of portfolio theory to
customers is a more recent phenomenon.
In theory, marketers can check the basic
soundness of each customer against its


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