Working Papers

Balancing Risk and Return in a Customer Portfolio

Crina O. Tarasi, Ruth N. Bolton, Michael Hutt, and Beth Walker

Jan 1, 2009

Applies risk-return concepts and methods to a large B2B customer database; demonstrates that an efficient portfolio (that has either maximum return for a certain level of risk or minimum risk for a desired level of return) outperforms a profit-maximizing portfolio.

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