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| Author: | Dhar, R. Glazer, R. |
| Title: | Hedging customers |
| Journal: | Harvard Business Review
2003 : MAY, VOL. 81:5, p. 86-92 |
| Index terms: | Consumer behaviour Customers Finance Portfolio management Risk Companies |
| Language: | eng |
| Abstract: | Customers are individuals and want to be treated as such - which makes the profitability of each hard to predict. Tend to them as solicitously as you wish, but you can manage customers better - and make their collective behaviour less difficult to anticipate and plan for - if you think of them as you would stocks in a portfolio. |
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