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Modeling of international loyalty programs in cross-border markets

Author

Listed:
  • Valeriy Viktorovich Ivanov

    (Russian Foreign Trade Academy; National research university “MIET”, Moscow, Russia)

  • Roman Vadimovich Shlychkov

    (Russian Foreign Trade Academy, Moscow, Russia)

Abstract

The article proposes a comprehensive model for the formation of international customer loyalty programs in cross-border markets, based on the principles of predictive and scenario modeling, geo-targeting and coefficient analysis, necessary for making strategic decisions. The model architecture assumes the possibility of integration with ERP-systems of leading producers, such as Oracle, SAP, etc. The most important advantage of this model is the availability of corrective feedbacks, which allow optimizing loyalty programs and their promotion, taking into account all the possible market fluctuations, both in the Russian Federation and in the cross-border space.

Suggested Citation

  • Valeriy Viktorovich Ivanov & Roman Vadimovich Shlychkov, 2019. "Modeling of international loyalty programs in cross-border markets," Russian Foreign Economic Journal, Russian Foreign Trade Academy Ministry of economic development of the Russian Federation, issue 7, pages 49-59, July.
    • Handle: RePEc:alq:rufejo:rfej_2019_07_49-59
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