Product details

Share this page:
Published by:
Harvard Business Publishing (2010)
10 September 2010
Revision date:
28 pages
Data source:
Field research
To maximise their effectiveness, colour items should be printed in colour.


With USD2.5 billion system-wide revenues, Aaron's, a major rent-to-own supplier to the US base of the pyramid, continues to grow in the recession, but CEO RC Loudermilk, Jr wonders how long the company can sustain the fast growth rate of its past. Founded in 1955, and publicly-listed since 1982, Aaron's success has paralleled the emergence of the rent-to-own industry as a major channel for the lower income US population to access durable household goods. In this space, Aaron has only one other large national rival, Rent-A-Center. As he faces Aaron's future growth, Loudermilk must consider continuing with the basic business model, follow his competitor into expanding the product line, or tap into underserved foreign markets. At the same time, the entire rent-to-own industry in the US is coming under attack by consumer advocates and politicians as the nation continues to battle a deep economic crisis.


Business ethics; Social enterprise; Social responsibility; Crisis management; Execution; Community development; Net profit; Financial crisis
USD1.3 billion, 10,000 employees
Other setting(s):

Access this item
View our pricing guide
or to see prices.

Reviews & usage