Customer Value-Based Model

Master's Thesis from the year 2005 in the subject Economics - Finance, grade: 95% von 100% , HAN University of Applied Sciences (Arnhem Business School), course: VWL - Finanzwissenschaft, Marketing, language: English, abstract: The master thesis presents the derivation of the Customer Value-Based Model (CVM) which stands for a new approach for a solid corporate valuation. The CVM is a comprehensive tool for supporting strategic decision making processes and corporate valuation. It synthesizes a holistic view which takes strategic and operational management levels into consideration and establishes a financing-marketing interface. It connects the value of the customer base as a main focus of marketing activities with the corporate value as measurement of the financial success of the company. A further advantage is that the success of marketing activities can also be viewed from the shareholder value perspective. Hence, the model helps to estimate the commitment of marketing to the total performance of the company.
The CVM is applied by a Volvo car retailer in the Netherlands. The car retail business is basically distinguishing between customer services which indicate that the customer should be the most risky asset for a company. Four subsidiaries belong to the Dutch car dealer which are analyzed within this master thesis and valuated by the CVM.