Northern Aero (lifetime value)

Northern Aero is determining the value of their customer as well as their airline loyalty program. Using customer lifetime value, Northern Aero must determine the value of each customer segment and the return on investment of its loyalty program.

Managerially complex

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.


Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.