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Balancing Risk and Return in a Customer Portfolio
customer portfolio management financial portfolio theory market segmentation market-based assets
2011/10/6
Marketing managers can increase shareholder value by structuring a customer portfolio to reduce the vulnerability and volatility of cash flows. This article demonstrates how financial portfolio theory...
A Contingent Relationship Between Risk and Return:Toward A Behavioral Model of Decision Making
Risk Return Behavioral Model Decision Making
2009/7/15
Different researchers have conceptualized the risk-return relationship as being positive,
negative, or curvilinear. This paper proposes a framework where different theoretical
approaches can be ma...