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Referral Reward Size and New Customer Profitability
Marketing Science  (IF3.716),  Pub Date : 2020-10-05, DOI: 10.1287/mksc.2020.1242
Heike M. Wolters, Christian Schulze, Karen Gedenk

In referral reward programs, larger rewards increase the number of referred new customers but decrease the profitability of these customers.