Lewthwaite would
need to prove that it was a worthy financial investment. Finally, the committee needed to consider the
length of time required to establish a new database because most committee members believed that
conclusive information on customer behavior could be drawn only from a minimum of 500,000 members.
Further, although they thought that an investment in such a program could be largely beneficial for
Cineplex, if implemented poorly, the organization’s image and its ability to deliver customer value could
suffer widespread harm. Lewthwaite knew that although the following partner options might not meet all
the committee’s criteria, she had to evaluate the most important considerations.…