Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity

Peter S. Fader
Peter S. Fader
[email protected]
Department of Marketing, The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104
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,
Bruce G. S. Hardie
Bruce G. S. Hardie
[email protected]
London Business School, Regent's Park, London NW1 4SA, United Kingdom
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Peter S. Fader

[email protected]

Department of Marketing, The Wharton School of the University of Pennsylvania, Philadelphia, Pennsylvania 19104

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Bruce G. S. Hardie

[email protected]

London Business School, Regent's Park, London NW1 4SA, United Kingdom

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Published Online:8 Apr 2009https://doi.org/10.1287/mksc.1080.0482

Supplemental Material

mksc.1080.0482-sm-technical_appendix.zip (326 KB)

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Volume 29, Issue 1

January-February 2010

Pages 1-198

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Received:June 15, 2006
Accepted:December 05, 2008
Published Online:April 08, 2009

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Peter S. Fader, Bruce G. S. Hardie, (2009) Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity. Marketing Science 29(1):85-93.

https://doi.org/10.1287/mksc.1080.0482

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Customer-Base Valuation in a Contractual Setting: The Perils of Ignoring Heterogeneity

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