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Introducing and Contextualising Customer Lifetime Valuation: A Management Accounting Teaching Resource


  • Paul Andon
  • Jane Baxter


The resource presented in this paper introduces and contextualises the teaching of Customer Lifetime Valuation (CLV) to management accounting students. CLV is a relatively recent innovation. It involves calculating the present value of expected net cash flows generated over the lifetime of an organisation's relationship with a particular customer/customer segment and using this information better to manage returns derived from a customer base. The Teaching Resource provides an introduction to the topic, suggested learning objectives, suitable student reading, and an innovative case (OzInsure case) facilitating students' technical competence and evaluation of CLV. Also included are suggested solutions and further background information situating the use and development of the teaching resource. Feedback received from peers and students indicates the utility of the Teaching Resource, and provides guidance as to its future development. More generally, this resource illustrates the feasibility of using instructors' research experiences to inform learning in management accounting.

Suggested Citation

  • Paul Andon & Jane Baxter, 2011. "Introducing and Contextualising Customer Lifetime Valuation: A Management Accounting Teaching Resource," Accounting Education, Taylor & Francis Journals, vol. 20(1), pages 39-61.
  • Handle: RePEc:taf:accted:v:20:y:2011:i:1:p:39-61
    DOI: 10.1080/09639284.2010.543342

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