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Revenue Management: Resolving Potential Customer Conflicts
Articles and Chapters
  • Jochen Wirtz, National University of Singapore
  • Sheryl E. Kimes, Cornell University School of Hotel Administration
  • Jeanette Ho Pheng Theng, Banyan Tree Resorts and Spas
  • Paul Patterson, University of New South Wales
Publication Date
1-1-2003
Abstract

Revenue management is a sophisticated form of supply and demand management that helps a firm maximize revenue by balancing pricing and inventory controls. In recent years, an increasing number of firms have recognized the importance of revenue management in their ability to increase sales and profitability. When a firm that is fundamentally customer oriented also embraces revenue management, however, a series of customer conflicts can result and be detrimental to the firm's long-term success. This paper outlines these potential conflicts and explores various marketing and organizational strategies that can be used to resolve such conflicts.

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Required Publisher Statement
© Palgrave Macmillan. Final version published as: Wirtz, J., Kimes, S. E., Theng, J. H. P., & Patterson, P. (2003). Revenue management: Resolving potential customer conflicts. Journal of Revenue & Pricing Management, 2, 216-226. doi:10.1057/palgrave.rpm.5170068
Reprinted with permission. All rights reserved.

Citation Information

Wirtz, J., Kimes, S. E., Theng, J. H. P., & Patterson, P. (2003). Revenue management: Resolving potential customer conflicts [Electronic version]. Retrieved [insert date], from Cornell University, SHA School site: http://scholarship.sha.cornell.edu/articles/849