Balancing Risk and Return in a Customer Portfolio

Ruth N Bolton, Crina Octavia Tarasi

Research output: Contribution to conferencePoster


This article demonstrates how financial portfolio theory provides an organizing framework for (1) diagnosing the variability in a customer portfolio, (2) assessing the complementarity/similarity of market segments, (3) exploring market segment weights in an optimized portfolio, and (4) isolating the reward-on-variability that individual customers or segments provide.
Original languageEnglish
StatePublished - Jun 2010
EventMarketing Science 2010 - Cologne, Germany
Duration: Jun 1 2010Jun 30 2010


ConferenceMarketing Science 2010


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