This paper focuses on the literature related to customer lifetime value measurement. It first discusses the issues related to the context of CLV measurement and presents a contextual framework for understanding and categorizing models of CLV. The paper then reviews some prominent models for...

The Norton-Bass (NB) model is often credited as the pioneering multigeneration diffusion model in marketing. However, as acknowledged by the authors, when counting the number of adopters who substitute an old product generation with a new generation, the NB model does not differentiate those who...

Determining the optimal market entry timing for successive product generations is a critical decision for firms. Pioneering studies on market entry timing have focused on purchase-to-own (PTO) products (e.g., computers) and assumed that an old product generation can continue to be sold after the...