Author Profile
Zhang, Zhihao
Why Grocery Retail Works the Way It Does: An Economic and Strategic Primer
M-1086 | Published August 10, 2026 | 10 Pages Technical Note
Collection: Darden School of Business
Grocery retail is one of the most analytically rich industries available to business educators: It is familiar to every student, structurally complex beneath the surface, and populated by companies wh... Read More
What’s On the Shelf: A Field Observation Exercise on Competitive Positioning in Grocery Retail
M-1087 | Published August 10, 2026 | 3 Pages Exercise
Collection: Darden School of Business
Most students who shop at Trader Joe's, Whole Foods, or Costco have never asked why these stores look so different from each other, or what those differences reveal about competitive strategy. This ex... Read More
Neuromarketing at ThinkAlike Laboratories LLC: Asking the Brain, Not the Consumer
Zhang, Zhihao; Klopfenstein, Amy
M-1089 | Published July 31, 2026 | 12 Pages Case
Collection: Darden School of Business
Set in June 2024, this case asks students to evaluate whether a firm should adopt a novel form of consumer data to solve a pressing business problem. Kerry Kinsington, marketing director for Learn Tog... Read More
Three Empirical Methods for Calculating Customer Lifetime Value
Zhang, Zhihao; Whitler, Kimberly A.; Venkatesan, Rajkumar
M-1056 | Published August 01, 2024 | 11 pages Technical Note
Collection: Darden School of Business
A useful method in the marketer’s toolkit for determining the value of a representative customer from a certain segment is customer lifetime value (CLV). A CLV analysis essentially summarizes the prof... Read More
A Conceptual Introduction to Customer Lifetime Value
Zhang, Zhihao; Whitler, Kimberly A.
M-1053 | Published July 24, 2024 | 9 pages Technical Note
Collection: Darden School of Business
An important metric that plays a pivotal role in marketing is customer lifetime value (CLV). Given the constraint of limited marketing budgets, a company can enhance the return on its marketing invest... Read More
Leveraging the Zone of Possible Agreement (ZOPA) to Make Pricing Decisions
Whitler, Kimberly A.; Hagerty, Serena; Zhang, Zhihao; Maiden, Stephen E.
M-1045 | Published February 28, 2024 | 4 pages Technical Note
Collection: Darden School of Business
A key negotiating concept, the Zone of Possible Agreement (ZOPA), allows a buyer and seller to reach a mutually acceptable price. This technical note provides an overview of ZOPA for both individual-l... Read More