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V. Kumar
International Rice Research Institute
145Publications
39H-index
10.3kCitations
Publications 145
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#1V. Kumar (HUST: Huazhong University of Science and Technology)H-Index: 25
In my interactions within the academic community, I am often posed with the following question: What are some of the topics we should be thinking about so that we can contribute to advancing the marketing discipline? As I reflect on how to respond, I recognize the transformation that is occurring within the marketing discipline. I view this transformation as an important phenomenon occurring around us, and I present my thoughts on the same in this editorial.
#1Alok R. Saboo (J. Mack Robinson College of Business)H-Index: 6
#2V. Kumar (HUST: Huazhong University of Science and Technology)H-Index: 25
Last.Ankit Anand (J. Mack Robinson College of Business)H-Index: 2
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AbstractUsing the notion of customer concentration, the authors argue that firms should evenly spread their revenues across their customers, rather than focusing on a few major customer relationships. Prior literature suggests that major customers improve efficiency and provide access to resources, thereby producing positive performance outcomes. However, building on industrial organizational literature and modern portfolio theory, the authors argue that concentration of revenues reduces the sup...
#1V. Kumar (J. Mack Robinson College of Business)H-Index: 25
In the preceding article, Fornell, Morgeson, and Hult (2016b) find that customer satisfaction produces abnormal returns and that customer satisfaction does have a direct and tangible financial benefit for firms. Given the unconventional nature of their findings, the authors’ research will be of great interest to marketing academics. In addition, this research will be of direct relevance to marketing practitioners in demonstrating the financial impact of customer satisfaction and reemphasizing th...
#1V. Kumar (J. Mack Robinson College of Business)H-Index: 25
#2Yashoda Bhagwat (J. Mack Robinson College of Business)H-Index: 3
Last.Xi Zhang (J. Mack Robinson College of Business)H-Index: 3
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Service firms, which have high attrition rates, are finding it exceedingly difficult to grow their customer base. Despite their extensive retention efforts, customers still defect. For these firms, “lost” customers may pose a rewarding “last-resort” opportunity. Reacquiring customers who left the firm may help these firms not only regain their lost profits but also usurp profits from competitors. However, some pertinent questions remain as to whether lost customers are worth the investment in re...
#1V. KumarH-Index: 25
Es bien sabido que la actitud de los empleados hacia su organizacion afecta de manera considerable a como estos abordan su trabajo y tratan a los clientes. Sin embargo. estudios recientes sugieren tambien que unos niveles altos de implicacion por parte de los empleados van asociados a un mayor crecimiento de la rentabilidad empresanal
#1J. Andrew Petersen (HUST: Huazhong University of Science and Technology)H-Index: 10
#2Tarun Kushwaha (GSU: Georgia State University)H-Index: 1
Last.V. Kumar (UNC: University of North Carolina at Chapel Hill)H-Index: 25
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Consumers frequently make important financial decisions that have short- and long-term impacts on their welfare. The authors expect that these financial decisions are a function of consumers' past experiences and interactions with a financial services firm as well as consumers' long-term priorities (e.g., national culture). They determine how three cultural dimensions (long-term orientation, uncertainty avoidance, and masculinity) and marketing communication type (promotion focused vs. preventio...
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