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Reference no. UVA-M-0834
Subject category: Marketing
Published by:
Darden Business Publishing (2012)
7 December 2015
Revision date:
7 pages
Data source:
Published sources


This case is an updated version of 'Netflix Inc: DVD Wars', and was written as a replacement for it; A financial analyst is asked to appraise the value of Netflix's stock at a time of unprecedented turmoil for the company. This case introduces customer lifetime value (CLV) as a useful metric for subscription-based businesses.


Perceptual market map; Customer retention; Customer lifetime value; CLV; Marketing analysis & research; Marketing strategy & planning

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