Customer Lifetime Value: Entwicklungspfade, Einsatzpotenziale und Herausforderungen

Due to an ongoing discussion in the scientific community and in practice about a customer value based corporate management, the valuation and management of customer relationships has gained more and more importance. Thereby a multiplicity of scientific publications emerged, which increasingly dealt with the subject of customer value. In the scientific community the Customer Lifetime Value (CLV) is a widespread and forward-looking valuation concept. For calculating the CLV numerous models have been developed. In addition, the CLV allows companies to answer various corporate issues. In this context, this paper provides an overview about the CLV-research. Extending the existing literature development paths, potential uses, and future challenges of the CLV are illustrated.