Chekitan S. Dev and Laure Mougeot Stroock prepared this case solely as a basis for class discussion and not as an endorsement
after reading the case that i attached in additional materials, please answer the following question:
Refer to Exhibit 8 in the case. Complete the missing assumptions in order to calculate the Customer Lifetime Value (CLV) obtained with corporate branding. A spreadsheet has been set up on additional materials to do the calculations. It automatically calculates the CLV for you – you must input the assumptions based on the facts in the case. Please make sure a summary of the spreadsheet (both before and including corporate branding) is included in your submission.
Then based on the results, discuss in two pages if you feel corporate branding is a good strategy. Consider all factors and not simply the numerical results of the spreadsheet.
