Customers are the most important assets of most companies, such that customer equity has been used as a proxy for shareholder value. However, linking customer metrics to shareholder value without considering debt and non-operating assets ignores their effects on relative changes in customer...

The success of products such as FarmVille has prompted many firms to engage in viral marketing on Facebook and other social media websites. Yet is the viral marketing approach adopted for games suitable for other, more utilitarian products? This study aims to answer questions that link product...

Customer return rate evolution—whether return rates decrease or increase over the course of the customer-firm relationship—is of great economic importance to retailers. Analyzing the complete purchase and return behavior of about 8,000 customers of an online fashion retailer over seven...