Performance management

Abstract

Since Zadeh (1965) first published the article “Fuzzy Sets” in the Journal Information and Control, a considerable number of scientific publications have been done in the field of fuzzy control. In contrast, fuzzy logic and fuzzy classification are notorious in many technical disciplines and mathematical sciences. However, when the perspective turns to a marketing and business management perspective, the concept becomes dim, because fuzzy classification approaches have not been fully explored in the related field. Hence, to better understand the potentials and benefits of fuzzy classification in business activities, questions such as where, how, what for, and why fuzzy classification in business management is crucial will be raised. This chapter summarizes the master thesis of Zumstein (2007) entitled “Customer Performance Measurement: Analysis of the Benefit of a Fuzzy Classification Approach in Customer Relationship Management” at the University of Fribourg, Switzerland.