Author Profile
Zhang, Zhihao
What’s On the Shelf: A Field Observation Exercise on Competitive Positioning in Grocery Retail
M-1087 | Published August 10, 2026 | 3 Pages Exercise
Collection: Darden School of Business
Most students who shop at Trader Joe's, Whole Foods, or Costco have never asked why these stores look so different from each other, or what those differences reveal about competitive strategy. This ex... Read More
Three Empirical Methods for Calculating Customer Lifetime Value
Venkatesan, Rajkumar; Whitler, Kimberly; Zhang, Zhihao
M-1056 | Published August 01, 2024 | 11 pages Technical Note
Collection: Darden School of Business
A useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the prof... Read More
A Conceptual Introduction to Customer Lifetime Value
Whitler, Kimberly; Zhang, Zhihao
M-1053 | Published July 24, 2024 | 9 pages Technical Note
Collection: Darden School of Business
An important metric that plays a pivotal role in marketing is customer lifetime value (CLV). Given the constraint of limited marketing budgets, a company can enhance the return on its marketing invest... Read More
Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Hagerty, Serena; Maiden, Stephen E.; Whitler, Kimberly; Zhang, Zhihao
M-1045 | Published February 28, 2024 | 4 pages Technical Note
Collection: Darden School of Business
A key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-l... Read More