The basic financial statements – P&Ls and balance sheets – are not enough to help investors clearly understand a company’s capability to generate value. The paper “Customer Equity: An Integral Part of Financial Reporting” recommends that companies start reporting “forward-looking customer metrics” by providing the value of their customer base and how it changes over time. This is especially important for companies whose customers are … [ Read more ]
Content: Article | Authors: Bernd Skiera, Julián Villanueva, Thorstein Veblen | Source: IESE Insight | Subjects: Accounting, Finance
Marketers are naturally interested in how much consumers are willing to pay for their goods, and a number of techniques exist to help them do this. Professors Klaus Wertenbroch and Bernd Skiera examine some ways in which market researchers can establish the level of consumers’ Willingness To Pay (WTP) in fast moving consumer goods (FMCG) markets.
Content: Article | Authors: Bernd Skiera, Klaus Wertenbroch | Source: INSEAD Knowledge | Subject: Marketing / Sales | Industry: Consumer Products