ترجمه مقاله حسابداری کاربرد تئوری سبد سرمایه گذاری مشتری

عنوان موضوع فارسی:: کاربرد تئوری سبد سرمایه گذاری مشتری

عنوان موضوع انگلیسی::The Use of  Customer Portfolio Theory
دسته بندی:: رشته  حسابداری
فرمت صفحات فارسی ::  Word
فرمت صفحات انگلیسی :: pdf
تعداد صفحات فارسی ::۲۴
تعداد صفحات انگلیسی ::۱۳ صفحه دوستونه

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بخشی از مقاله به همراه ترجمه فارسی:

Introduction
Portfolio theory was first developed to be
used in financial investment decision making
during the 1950s (Markowitz, 1952). The
main inputs for portfolio evaluation in
financial investment decisions were
postulated as being “expected return” and
“degree of risk”. Portfolio theory has,
however, since been applied in areas other
than finance. The initial area of application
was in auditing product programs (Marvin,
۱۹۷۲), where individual products or groups
of products were analyzed in terms of their
current and future market share, sales,
volume, costs and investment requirements.
Subsequently, the portfolio approach received
increasing attention from corporate strategists
(Ansoff and Leontiades, 1976; Hedley, 1977;
Hofer and Schendell, 1978; Wind and
Douglas, 1981) all of whom have been
primarily concerned with the classification
of products and/or businesses on certain key
dimensions in order to assist in the
achievement of corporate strategic objectives.
Key dimensions have included market share,
market growth, market attractiveness and
competitive position depending on which
model has been offered. Regardless of the
dimensions used, the basic idea is that the
positions of the units on the grid should
determine the formulation of the most
appropriate strategy.
Portfolio theory is essentially concerned,
therefore, with facilitating decisions in the
allocation of finite resources among different
assets, be it financial investments, products
or strategic business units. These finite
resources may be used in alternative ways
to achieve agreed objectives.
There have also, however, been many
critics of portfolio theory, who have
suggested that a portfolio simply facilitates
visualization rather than serving as an
analytical and prescriptive tool in itself.
In other words, critics say that portfolio
analyses do not provide strategic answers for
resource allocation and strategy formulation.
They do stress, however, that they can aid
decision making but would have to be used
with caution.

فهرست مطالب

معرفی ۱

تحلیل سبد  سرمایه گذاری مشتری ۲

قابلیت سوددهی مشتریان به عنوان مبنایی برای طرح سرمایه گذاری ۶

اهداف تحقیقات ۸

روش شناسی ۹

تحلیل ۱۰

ساختار سبد سرمایه گذاری ها ۱۱

قابلیت سوددهی مشتری/ قدرت درک شده ارتباط ۱۲

قابلیت سوددهی مشتری ۱۲

قدرت ارتباطات دریافت شده ۱۷

تصمیم ۱۹

نتایج ۲۱