Return on marketing investments in B2B customer relationships: A decision-making and optimization approach

The basic notion of relationship marketing entails that firms should strive for mutually beneficial customer relationships. By combining relationship marketing theory and operations research methods, this paper aims to develop and demonstrate a managerial decision-making model that business market managers can use to optimize and evaluate marketing investments in both a customer-oriented and economically feasible manner. The intended contributions of our work are as follows. First, we add to the return on marketing literature by providing a first decision-making approach that explicitly assesses the optimization of marketing investments in terms of profitability, effort, and resource allocation. Second, we show how the risk of marketing investments can be assessed using sensitivity analysis. By means of an empirical study the versatility of our decision-making approach is demonstrated by assessing various critical decision making issues for business marketing managers in detail.     

Measuring Core Inflation in South Africa

Measures of core inflation convey critical information about an economy. They have a direct effect on the policymaking process, particularly in inflation‐targeting countries, and are utilised in forecasting and modelling exercises. In South Africa, the price indices on which inflation is based have been subject to important structural breaks following changes to the underlying basket of goods and the methodology for constructing price indices. This paper seeks to identify a consistent measure of core inflation for South Africa using trimmed means estimates, measures that exclude changes in food and energy prices, dynamic factor models, and wavelet decompositions. After considering the forecasting ability of these measures, which provide an indication of expected second‐round inflationary effects, traditional in‐sample criteria were used for further comparative purposes. The results suggest that wavelet decompositions provide a useful measure of this critical variable.     

Diversification for general copula dependence

We generalize the extreme value analysis for Archimedean copulas (see Alink , Löwe and Wüthrich , 2003) to the non-Archimedean case: Assume we have d ≥2 exchangeable and continuously distributed risks X ₁,…, X _d . Under appropriate assumptions there is a constant q _d such that, for all large u , we have . The constant q _d describes the asymptotic dependence structure. Typically, q _d will depend on more aspects of this dependence structure than the well-known tail dependence coefficient.     

A heuristic analysis of highly fractionated 2n factorial experiments

Fractional factorial experiments are very useful in identifying active factors and the conventional method of analysis may not always detect these active factors. Box and Meyer (1993) provided a Bayesian method to compute the posterior probability that a factor is active. Their method does not indicate whether main effects or interactions are active. Following their approach in a non-Bayesian way, we will present a heuristic analysis which determines the active main effects and small order interactions in any 2ⁿ fractional factorial design. It may be noted that the method given by Box and Meyer has greater flexibility and wider applicability over the method given in this paper; however, our method is a simpler alternative for 2ⁿ experiments that determines active main effects and small order interactions. No SimplePara     

Customer satisfaction and consumer expenditure in selected European countries

The relationship between customer satisfaction and company performance has been extensively researched at both the consumer and firm levels. However, little is known about the impact of customer satisfaction at the economy-wide level, especially in Europe. This study aims to link customer satisfaction to personal consumption expenditure using panel data collected from 1999 to 2011 and covering nine European countries. Our findings suggest a significant relationship between customer satisfaction and consumer expenditure in these countries. In addition, economic structure, culture, political economy and socio-economic factors have been examined to understand the impact of cross-country differences on this relationship. The results reflect the importance of satisfied consumers on the economy as a whole; thus, efforts at boosting customer satisfaction should become a national agenda.     

Book reviews

Louviere, Jordan. 1988. Analyzing decision making: Metric conjoint measurement. Newbury Park, CA: Sage. ISBN 080397576. 95 pp. Paper $6.95.

DiGiulio, Robert C. 1989. Beyond widowhood—from bereavement to emergence and hope. New York: The Free Press. ISBN 0–02–907882–2. 240 pp. Cloth, $19.95

Ewert, Alan W. 1989. Outdoor adventure pursuits: Foundations, models, and theories. Worthington, Ohio: Publishing Horizons, Inc. ISBN 0–942280–50–4. 234 pp. Hardcover, $20.00.     

Building a Sustainable Bank: The Case of GTBank of Nigeria

GTBank of Nigeria has, in just 20 years, developed into one of the most profitable and sustainable financial institutions in Africa. The case identifies the choices that helped the bank emerge successful from several shocks to the Nigerian financial sector and has implications for other financial institutions trying to balance sustainability and profitability. On the basis of eight years of research on the bank, we illustrate six factors that have characterized its success: (1) effective leadership, (2) a focus on people rather than strategy, (3) adopting a simple and focused strategy, (4) a culture of sustainable banking, (5) confronting effectively the external environment, and (6) exploitation of technology to accelerate the business. GTBank’s story raises questions about what makes a company sustainable and analyzes the decisions that executives need to make, often in challenging external circumstances, in order to preserve the long‐term sustainability of an organization. © 2014 Wiley Periodicals, Inc.