Problem:
After reading the journal article "The Microeconomics of Customer Relationships," write a 3 to 4 page critical evaluation of the article by answering these questions:
1) Correctly identify the issue or issues addressed by the author, related to the value of customer relations.
2) Evaluate the economic significance of the issue presented by the author, related to customer relations.
3) Correctly identify the author's purpose or purposes related to customer relations.
4) Evaluate the author's arguments and conclusions for creating value in a specific firm.
5) Draw your own conclusions on value creation by applying relevant data, facts, theories, and economic principles from the article and your course readings.
NOTE: A critical evaluation provides you the opportunity to think critically about a topic presented in scholarly literature, evaluate an author's point of view, and synthesize the new information into your current paradigm of knowledge and understanding. A critical evaluation is NOT an article summary. You are expected to critically analyze what you are reading and support your analysis with appropriate citations and references to your readings and other creditable sources.
Additional sources can be used, aside from the ones provided.
1. McConnell, C. R., Brue, S. L., & Flynn, S. M. (2012). Economics (19th ed.). New York, NY: McGraw-Hill
2. Reichheld, F. (2006, Winter). The microeconomics of customer relationships. MIT Sloan Management Review, 47(2), 73-78