The Crutchfield Corporation

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


Crutchfield, a large U.S. mail-order firm specializing in consumer electronics and personal computers, must evaluate the results of a recent "prospecting" mailing to a rented list of names. A determination of the mailing requires the calculation of the lifetime value of the new customers acquired. Case data on repurchase probabilities (broken out by recency and frequency) support such a calculation. The case can also be used to introduce the RFM (recency, frequency, monetary value) framework for valuing customers.



Pfeifer, P. and Perticucci, R. (2017), "The Crutchfield Corporation", Darden Business Publishing Cases.

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