Chair of Marketing

Selektives Demarketing: Wie werden Unternehmen unerwünschte Kunden wieder los?

Selective Demarketing: How companies get rid of unprofitable customers

The business literature proposes a great deal of approaches to define unwanted customers. Research on how to terminate unprofitable relationships most effectively is scarce, however. The article aims to fill this void by means of a mixed-methods approach. First, a qualitative study with in-depth interviews identifies demarketing strategies and instruments that are widely applied in business practice. A multi-factorial experimental study analyzes consumer reactions to selective demarketing.

Mai, R.; Hoffmann, S.; Schmidt, D. (2014). Selektives Demarketing: Wie werden Unternehmen unerwünschte Kunden wieder los? Die Betriebswirtschaft (forthcoming).