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However, this study finds that when certain customers with persistent adverse behavioral traits (e.g., limited spending, excessive revenue reversals, excessive service requests, promotion purchase behavior) engage in cross-buying, they exhibit a downward spiral of unprofitable relationship, with the losses increasing with higher levels of cross-buy. The authors analyze the customer databases of five firms and find that 10%\u201335% of the firms' customers who cross-buy are unprofitable and account for a significant proportion (39%\u201388%) of the firms' total loss from its customers. Consequently, the authors present a two-stage framework to enable managers to discern customers who are likely to engage in profitable versus unprofitable cross-buying. Overall, the findings refine the basic understanding of the cross-buy phenomenon and motivate managers to rethink their marketing practices and policies, which are typically designed to maximize cross-buy opportunities for every customer.<\/jats:p>","DOI":"10.1509\/jm.10.0445","type":"journal-article","created":{"date-parts":[[2012,2,8]],"date-time":"2012-02-08T14:57:48Z","timestamp":1328713068000},"page":"78-95","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":74,"title":["Unprofitable Cross-Buying: Evidence from Consumer and Business Markets"],"prefix":"10.1177","volume":"76","author":[{"given":"Denish","family":"Shah","sequence":"first","affiliation":[{"name":"J. Mack Robinson College of Business, Georgia State University."}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"V.","family":"Kumar","sequence":"additional","affiliation":[{"name":"J. 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