My research concerns the role and management of the sales force as agents of a firm's business strategy and not only as individual or team contributors to profitable growth. This work takes the form of course development, teaching and workshops in HBS executive programs, and research publications.
Frank V. Cespedes
MBA Class of 1973 Senior Lecturer of Business Administration
MBA Class of 1973 Senior Lecturer of Business Administration
Entrepreneurial Management
Frank Cespedes is Senior Lecturer in the Entrepreneurial Management Unit. He received his B.A. from the City College of New York, M.S. from M.I.T. and Ph.D. from Cornell University.
At Harvard, he has developed and taught a variety of MBA and executive courses, led the Strategic Marketing Management program for senior executives, and was co-lead of the Sustainable Market Leadership program for CEOs and their leadership teams. He currently teaches the elective Entrepreneurial Sales and Marketing (ESM) course in the MBA program as well as modules in the Owner President Management (OPM) executive program and he heads the executive program on "Aligning Strategy and Sales."
Before joining the faculty, he was a Research Associate at Harvard and worked at Bain & Company, an international strategy consulting firm. From 1995 to 2007, he was Managing Partner at the Center for Executive Development (CED), a firm that won awards in the United States and Europe for its work with companies worldwide. He has consulted to companies in many industries, is affiliated with private-equity investors, and has been a Board member of Evenflo, HALO Industries, start-up firms, and the Education for Employment Foundation (EEF), which provides career training in skills linked directly to job placement with companies in the Middle East and North Africa.
He is the author or co-author of six books, including Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling (Harvard Business Review Press, 2014), Concurrent Marketing: Integrating Product, Sales and Service(Harvard Business School Press) and Going to Market: Distribution Systems for Industrial Products (Harvard Business School Press); as well as articles in Harvard Business Review, Wall Street Journal, Strategy and Business, Business Horizons, California Management Review, International Encyclopedia of Business and Management, Journal of Managerial Issues, Journal of Personal Selling & Sales Management, Marketing Encyclopedia, Organization Science, Sloan Management Review, and Strategy & Business. He has also written more than 40 case studies about companies and numerous technical notes on various business topics.
- Books
-
- Cespedes, Frank V. Sales Management That Works: How to Sell in a World That Never Stops Changing. Boston, MA: Harvard Business Review Press, 2021. View Details
- Cespedes, Frank V. Aligning Strategy and Sales: The Choices, Systems, and Behaviors That Drive Effective Selling. Boston, MA: Harvard Business Review Press, 2014. View Details
- Cespedes, Frank V. Concurrent Marketing: Integrating Product, Sales, and Service. Boston: Harvard Business School Press, 1995. View Details
- Cespedes, Frank V. Managing Marketing Linkages. Upper Saddle River, NJ: Prentice Hall, 1995. View Details
- Shapiro, Benson P., and Frank V. Cespedes. Sales Management. Business Fundamentals. Boston: Harvard Business School Publishing, 1998. View Details
- Cespedes, Frank V. Organizing and Implementing the Marketing Effort. Reading, MA: Addison-Wesley Publishing Company, 1991. View Details
- Corey, E. Raymond, Frank V. Cespedes, and V. Kasturi Rangan. Going to Market: Distribution Systems for Industrial Products. Boston, MA: Harvard Business School Press, 1989. View Details
- Journal Articles
-
- Cespedes, Frank V. "Leadership and Plumbing." Top Sales Magazine (November 2024), 26–27. View Details
- Cespedes, Frank V. "How to Use Sales Assessments." Top Sales Magazine (October 2024), 10–11. View Details
- Cespedes, Frank V., Scott Peterson, and Daniel Weinfurter. "4 Steps That Can Optimize Your Sales Process." Harvard Business Review (website) (September 24, 2024). View Details
- Cespedes, Frank V. "Sales Coaching and Value Creation." Top Sales Magazine (September 2024), 20–21. View Details
- Cespedes, Frank V., and Ben Plomion. "Navigating the Future of Online Advertising with WEB3." European Business Review (July–August 2024). View Details
- Cespedes, Frank V. "AI, ROI, and Sales Productivity." Top Sales Magazine (July 2024), 12–13. View Details
- Cespedes, Frank V., and Georg Krentzel. "Integrating Digital Tools into Every Stage of Your Sales Strategy." Harvard Business Review (website) (March 7, 2024). View Details
- Cespedes, Frank V. "Looking Forward – To Better Strategy-Sales Coordination." Top Sales Magazine (December 2023), 26–27. View Details
- Cespedes, Frank V. "Finding New Business and Developing Relevant Sales Capabilities." Top Sales Magazine (October 2023), 24–25. View Details
- Cespedes, Frank V., and Ben Plomion. "Building Brand Engagement: Lessons from NFTs and Collectibles." European Business Review (September–October 2023): 2–5. View Details
- Schultz, Mike, and Frank V. Cespedes. "What Top-Performing Sales Managers Do Differently." TrainingIndustry.com (May 3, 2023). View Details
- Cespedes, Frank V., and Jacco van der Kooij. "The Rebirth of Software as a Service." Harvard Business Review (website) (April 18, 2023). View Details
- Cespedes, Frank V. "Where Sales Technology (Really) Helps." Top Sales Magazine (May 2023), 26–27. View Details
- Cespedes, Frank V. "Sales Teams Need to Stop Focusing on the Customer Funnel." Harvard Business Review (website) (March 13, 2023). View Details
- Cespedes, Frank V. "Linking Value and Price." Top Sales Magazine (March, 2023), 26–27. View Details
- Cespedes, Frank V., Jay Galeota, and Michael Wong. "Linking Growth and the Frontline." Sales & Marketing Management (website) (March 9, 2023). View Details
- Cespedes, Frank V., Trond Aas, Alex Hunt, and Huw Newton-Hill. "Using Simulations to Upskill Employees." Harvard Business Review (website) (November 15, 2022). View Details
- Cespedes, Frank V. "Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending." TrainingIndustry.com (August 15, 2022). View Details
- Cespedes, Frank V. "Preparing Sales for a Changing Economy: Part 1." TrainingIndustry.com (August 9, 2022). View Details
- Cespedes, Frank V. "How to Conduct a Great Performance Review." Harvard Business Review (website) (July 8, 2022). View Details
- Cespedes, Frank V. "Avoid a One-Size-Fits-All Approach to Sales Coaching." Harvard Business Review Digital Articles (December 16, 2021). View Details
- Cespedes, Frank V., and Neil Hoyne. "How Managers Can Build a Culture of Experimentation." Harvard Business Review Digital Articles (February 15, 2022). View Details
- Cespedes, Frank V. "Improving Sales Hiring." Top Sales Magazine (August 2021), 20–21. View Details
- Cespedes, Frank V. "New Sales Realities." International Journal of Sales Transformation 7.1 (April 2021): 26–27. View Details
- Cespedes, Frank V., and Zoran Latinovic. "Getting Up to Speed in Your Sales Efforts." European Business Review (May–June 2021): 68–71. View Details
- Cespedes, Frank V. "Defining a Post-Pandemic Channel Strategy." Harvard Business Review Digital Articles (April 5, 2021). View Details
- Cespedes, Frank V. "Selling After the Crisis." Harvard Business Review 99, no. 2 (March–April 2021): 52–57. View Details
- Lee, Yuchun, Mark Magnacca, and Frank V. Cespedes. "How Real Sales Learning Happens: In the Flow of Work." Learning Solutions (February 15, 2021). View Details
- Cespedes, Frank V. "Sales Hiring Is Hard to Do (Don't Make It Harder)." Top Sales Magazine (January 2021), 38–39. View Details
- Cespedes, Frank V., and Bud Hyler. "Get Ready to Sell." Top Sales Magazine (September 2020), 32–33. View Details
- Cespedes, Frank V., and David Hoffeld. "Reframing Value in a Crisis." Top Sales Magazine (July 2020). View Details
- Cespedes, Frank V. "Media Bias? But Not What You Think It Is." Medium (May 18, 2020). View Details
- Cespedes, Frank V. "Predictions, Prophets, and Restarting Your Business." Harvard Business School Working Knowledge (May 4, 2020). View Details
- Cespedes, Frank V. "Sales Leadership During and After the Crisis." Top Sales Magazine (May 2020), 28–29. View Details
- Cespedes, Frank V. "Sales Methodologies and Selling." Top Sales Magazine (November 2019), 26–27. View Details
- Cespedes, Frank V., and Tracy DeCicco. "Why ‘Tell Them Something They Don't Know’ Is Bad Advice in B2B Sales." Harvard Business Review (website) (August 19, 2019). View Details
- Cespedes, Frank V., and León Poblete. "How B2B Companies Can Win Back Customers They've Lost." Harvard Business Review (website) (June 3, 2019). View Details
- Cespedes, Frank V. "Being a Manager." Top Sales Magazine (April 2019). View Details
- Cespedes, Frank V. "Sales Managers Must Manage." Top Sales Magazine (February 2019). View Details
- Cespedes, Frank V. "Assembling the Sales Team." Top Sales Magazine (September 2018). View Details
- Cespedes, Frank V., and Tiffani Bova. "The Changing Craft of Selling." Top Sales Magazine (May 2018), 16–19. View Details
- Cespedes, Frank V., and Russ Heddleston. "4 Ways to Improve Your Content Marketing." Harvard Business Review (website) (April 19, 2018). View Details
- Cespedes, Frank V. "Effective Sales Training: What Are the Foundational Elements?" Top Sales Magazine (April 2018), 22–23. View Details
- Cespedes, Frank V., and David Mattson. "How a Fast-Growing Startup Built Its Sales Team for Long-Term Success." Harvard Business Review (website) (December 4, 2017). View Details
- Cespedes, Frank V., Jay Galeota, and Michael Wong. "CEOs Should Get Personally Involved in Talent Development." ChiefExecutive.net (August 31, 2017). View Details
- Cespedes, Frank V., and Robert Marsh. "Find the Right Metrics for Your Sales Team." Harvard Business Review (website) (August 22, 2017). View Details
- Cespedes, Frank V. "Sales Productivity, Not Just Sales Technology." Top Sales Magazine (August 2017), 22–23. View Details
- Cespedes, Frank V. "The Four Stages to Becoming an Excellent Front-Line Sales Manager." Quotable (July 2017). View Details
- Cespedes, Frank V. "Getting Your Money's Worth: Improving Sales Compensation." Top Sales Magazine (April 2017). View Details
- Cespedes, Frank V., and Yuchun Lee. "Your Sales Training Is Probably Lackluster. Here's How to Fix It." Harvard Business Review (website) (June 12, 2017). View Details
- Cespedes, Frank V. "How Sales Can Wield Its Most Effective Weapon: Pricing." Quotable (April 2017). View Details
- Cespedes, Frank V. "Rethinking Sales Compensation." Top Sales Magazine (February 2017). View Details
- Cespedes, Frank V., and Amir Peleg. "How the Water Industry Learned to Embrace Data." Harvard Business Review (website) (March 27, 2017). View Details
- Cespedes, Frank V., and Christopher Wallace. "Executives and Salespeople Are Misaligned—and the Effects Are Costly." Harvard Business Review (website) (January 26, 2017). View Details
- Cespedes, Frank V., and Jacco van der Kooij. "Hiring Star Salespeople Isn't the Best Way to Grow." Harvard Business Review (website) (February 1, 2016). View Details
- Cespedes, Frank V. "The Dialogue That Rarely Happens: Sales - Finance." Top Sales Magazine (February 2016). View Details
- Cespedes, Frank V., and David Hoffeld. "To Increase Sales, Get Customers to Commit a Little at a Time." Harvard Business Review (website) (July 20, 2016). View Details
- Cespedes, Frank V. "What Senior Executives Should Know About Sales." European Business Review (September–October 2016): 10–13. View Details
- Cespedes, Frank V., and Steve Thompson. "Don't Turn Your Sales Team Loose Without a Strategy." Harvard Business Review (website) (December 15, 2015). View Details
- Cespedes, Frank V., and Daniel Weinfurter. "The Best Ways to Hire Salespeople." Harvard Business Review (website) (November 2, 2015). View Details
- Cespedes, Frank V. "Increased Sales Scrutiny: Are You Ready?" International Journal of Sales Transformation 1.3 (October 2015): 8–9. View Details
- Cespedes, Frank V., and Tiffani Bova. "What Salespeople Need to Know About the New B2B Landscape." Harvard Business Review (website) (August 5, 2015). View Details
- Cespedes, Frank V., and Steven Maughan. "Four Ways to Build a Productive Sales Culture." Top Sales Magazine (July 14, 2015), 15–17. View Details
- Cespedes, Frank V. "It Doesn't Matter If Competitors Know Your Strategy." ThinkSales (April–June 2015), 10–11. View Details
- Cespedes, Frank V. "Aligning Strategy and Sales." International Journal of Sales Transformation 1.1 (April 2015): 52–54. View Details
- Cespedes, Frank V. "Well Said: Why Articulating Your Strategy Can Set You Apart." AFP Exchange (Association for Finance Professionals) 35, no. 2 (March 2015): 49–51. View Details
- Cespedes, Frank V. "The Myths Behind Pushy Salespeople." Fortune.com (February 6, 2015). View Details
- Cespedes, Frank V. "Why Reports of the Death of the Salesman Are Greatly Exaggerated." Reuters.com (November 6, 2014). View Details
- Cespedes, Frank V. "How the 'Best' Recruits Could Hurt Your Team: Why You Don't Want Stars in Every Sales Position." Sales & Marketing Management (website) (November 12, 2014). View Details
- Cespedes, Frank V. "How to Focus Your Sales Team on the Right Effectiveness Metrics." ChiefExecutive.net (September 19, 2014). View Details
- Cespedes, Frank. "Putting Sales at the Center of Strategy." Harvard Business Review 92, no. 10 (October 2014): 23–25. View Details
- Cespedes, Frank V., James P. Dougherty, and Ben S. Skinner III. "How to Identify the Best Customers for Your Business ." MIT Sloan Management Review 54, no. 2 (Winter 2013): 53–59. View Details
- Cespedes, Frank V., and Michael Wong. "Selling to Many Countries Within the U.S." MIT Sloan Management Review 52, no. 1 (Fall 2010). View Details
- Cespedes, Frank V., Elliot Ross, and Benson P. Shapiro. "Raise Your Prices!" Wall Street Journal (May 24, 2010). View Details
- Cespedes, Frank V. "Old Hand or New Blood?" Harvard Business Review 84, nos. 7/8 (July–August 2006): 28–40. View Details
- Cespedes, Frank V. "Succession and Failure." Harvard Business Review 82, no. 6 (June 2004): 39–47. View Details
- Cespedes, Frank V., and Paul F. Nunes. "The Customer Has Escaped." Harvard Business Review 81, no. 11 (November 2003): 106–115. View Details
- Cespedes, Frank V. "The Marketing Gearbox." Strategy & Business, no. 3 (Second Quarter 1996): 22–39. View Details
- Cespedes, Frank V. "Beyond Teamwork: How the Wise Can Synchronize." Marketing Management 5, no. 1 (spring 1996): 25–37. View Details
- Cespedes, Frank V. "Implementing Marketing Strategy." Journal of Marketing Management 12, nos. 1-3 (January–April 1996): 135–160. View Details
- Cespedes, Frank V. "Industrial Marketing: Managing New Requirements." MIT Sloan Management Review 35, no. 3 (spring 1994): 45–60. View Details
- Cespedes, Frank V. "Transaction Cost Theory: Inferences from Clinical Field Research." Organization Science 4, no. 3 (August 1993): 454–477. View Details
- Cespedes, Frank V. "Market Research and Marketing Dialects." Marketing Research 10 (summer 1993): 26–34. View Details
- Cespedes, Frank V., and H. Jeff Smith. "Database Marketing: New Rules for Policy and Practice." MIT Sloan Management Review 34, no. 4 (summer 1993): 7–22. View Details
- Cespedes, Frank V. "Sales Coordination: An Exploratory Study." Journal of Personal Selling & Sales Management 12 (summer 1992): 13–29. View Details
- Cespedes, Frank V. "Once More: How Do You Improve Customer Service?" Business Horizons 35, no. 2 (March–April 1992): 58–67. View Details
- Cespedes, Frank V. "Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations." Journal of Managerial Issues 4, no. 4 (Winter 1992): 17–26. View Details
- Cespedes, Frank V. "Channel Power: Suggestions for a Broadened Perspective." Journal of Marketing Channels 1, no. 3 (1992): 3–37. View Details
- Cespedes, Frank V. "Book review of Contemporary Perspectives on Strategic Market Planning, by Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Allyn and Bacon, 1990." Journal of Marketing 55, no. 2 (April 1991): 77–83. View Details
- Cespedes, Frank V. "A Preface to Payment: Designing a Sales Compensation Plan." MIT Sloan Management Review 32, no. 1 (fall 1990): 59–69. View Details
- Cespedes, Frank V. "Agendas, Incubators, and Marketing Organization." California Management Review 33, no. 1 (fall 1990): 27–53. View Details
- Cespedes, Frank V., and E. Raymond Corey. "Managing Multiple Channels." Business Horizons 33, no. 4 (July–August 1990): 66–77. View Details
- Cespedes, Frank V., Stephen X. Doyle, and Robert J. Freedman. "Teamwork for Today's Selling." Harvard Business Review 67, no. 4 (July–August 1989): 44–59. View Details
- Cespedes, Frank V. "Channel Management is General Management." California Management Review 31, no. 1 (fall 1988): 98–120. View Details
- Cespedes, Frank V. "Control vs. Resources in Channel Design." Industrial Marketing Management 17, no. 3 (August 1988): 215–227. View Details
- Book Chapters
-
- Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." Chap. 7 in Handbook of Business-to-Business Marketing. 2nd ed. Edited by Gary L. Lilien, J. Andrew Petersen, and Stefan Wuyts, 117–137. Edward Elgar Publishing, 2022. View Details
- Cespedes, Frank V. "Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations." In Managing Digital Transformation: Understanding the Strategic Process, edited by Andreas Hinterhuber, Tiziano Vescovi, and Francesca Checchinato. Routledge, 2021. View Details
- Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." In Handbook of Business-to-Business Marketing, edited by Gary L. Lilien and Rajdeep Grewal. Edward Elgar Publishing, 2012. View Details
- Cespedes, Frank V. "Marketing Dialects." In Marketing Encyclopedia: Issues & Trends Shaping the Future, edited by Jeffrey Heilbrunn. Lincolnwood, IL: NTC Business Books, 1996. View Details
- Cespedes, Frank V. "Ethical Issues in Distribution." In Ethics in Marketing, by N. C. Smith and J. Quelch. Homewood, IL: Irwin, 1992. View Details
- Cespedes, Frank V. "Aspects of Sales Management: Key Themes." In Strategic Marketing Management, by R. J. Dolan. Boston: Harvard Business School Press, 1991. View Details
- Cases and Teaching Materials
-
- Cespedes, Frank V. "Aphro Beverages." Harvard Business School Teaching Note 824-029, August 2023. View Details
- Cespedes, Frank V. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Teaching Note 823-130, July 2023. View Details
- Cespedes, Frank V., and Amy Klopfenstein. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Case 823-002, January 2023. (Revised January 2023.) View Details
- Cespedes, Frank V., and Amram Migdal. "Aphro Beverages." Harvard Business School Case 823-044, October 2022. (Revised December 2022.) View Details
- Applegate, Lynda M., Frank V. Cespedes, and Michael Norris. "Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa." Harvard Business School Case 821-041, February 2021. View Details
- Cespedes, Frank V. "Performance Improvement Consulting and Hi-R-Me: Making Sales Calls." Harvard Business School Teaching Note 821-079, March 2021. View Details
- Cespedes, Frank. "Shindigz." Harvard Business School Teaching Note 821-024, July 2020. View Details
- Cespedes, Frank V. "Pricing PatientPing." Harvard Business School Teaching Note 819-098, January 2019. View Details
- Cespedes, Frank V., Joseph B. Fuller, Tonia Labruyere, and Elena Corsi. "Canibal—Play It Green!" Harvard Business School Case 319-089, February 2019. View Details
- Cespedes, Frank V., Maria Fernanda Miguel, and Mariana Cal. "ProdEng: Services for Oil & Gas Extraction." Harvard Business School Case 819-003, September 2018. View Details
- Cespedes, Frank V., Allison M. Ciechanover, and Margot Eiran. "BreezoMeter: Making Air Pollution Data Actionable." Harvard Business School Case 819-058, October 2018. View Details
- Cespedes, Frank V., and Thomas Eisenmann. "IguanaFix." Harvard Business School Teaching Note 819-029, August 2018. View Details
- Cespedes, Frank V., and David Mattson. "Performance Improvement Consulting and Hi-R-Me: Making Sales Calls." Harvard Business School Case 819-043, August 2018. View Details
- Cespedes, Frank V. "Cumplo.com." Harvard Business School Teaching Note 819-037, July 2018. View Details
- Cespedes, Frank. "Shindigz." Harvard Business School Case 819-010, August 2018. (Revised February 2019.) View Details
- Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Teaching Note 819-027, August 2018. View Details
- Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 918-536, June 2018. View Details
- Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 918-535, June 2018. View Details
- Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems (Brief Case)." Harvard Business School Teaching Note 918-534, June 2018. View Details
- Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems." Harvard Business School Brief Case 918-533, June 2018. View Details
- Cespedes, Frank. "Formlabs: Selling a New 3D Printer." Harvard Business School Teaching Note 818-127, April 2018. View Details
- Cespedes, Frank. "InsideSales.com (A) and (B)." Harvard Business School Teaching Note 818-122, April 2018. View Details
- Cespedes, Frank V. "Augmedix." Harvard Business School Teaching Note 818-117, March 2018. View Details
- Cespedes, Frank V., Julia Kelley, and Amram Migdal. "Pricing PatientPing." Harvard Business School Case 818-017, October 2017. View Details
- Cespedes, Frank V., Fernanda Miguel, and Mariana Cal. "Cumplo.com." Harvard Business School Case 818-039, August 2017. (Revised July 2020.) View Details
- Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Case 818-013, July 2017. View Details
- Cespedes, Frank V., and Amy Handlin. "Promontory, Inc., Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 917-537, May 2017. View Details
- Cespedes, Frank V., and Amy Handlin. "Promontory, Inc. (Brief Case)." Harvard Business School Teaching Note 917-536, May 2017. View Details
- Cespedes, Frank V., and Amy Handlin. "Promontory, Inc." Harvard Business School Brief Case 917-535, May 2017. View Details
- Cespedes, Frank. "DoubleDutch." Harvard Business School Teaching Note 817-132, April 2017. View Details
- Cespedes, Frank V. "Basecamp: Pricing." Harvard Business School Teaching Note 817-128, April 2017. View Details
- Cespedes, Frank. "Showpad." Harvard Business School Teaching Note 817-121, March 2017. View Details
- Cespedes, Frank. "Oversight Systems." Harvard Business School Teaching Note 817-120, February 2017. View Details
- Cespedes, Frank V. "Sales Compensation Vignettes." Harvard Business School Teaching Note 817-104, March 2017. View Details
- Cespedes, Frank V. "Transition at DataCo?" Harvard Business School Teaching Note 817-096, January 2017. View Details
- Cespedes, Frank V., John Deighton, Lisa Cox, and Olivia Hull. "DataXu: Selling Ad Tech." Harvard Business School Case 817-012, October 2016. (Revised April 2018.) View Details
- Cespedes, Frank, and Robb Fitzsimmons. "Basecamp: Pricing." Harvard Business School Case 817-067, November 2016. (Revised April 2017.) View Details
- Cespedes, Frank V., and Alexandra N. Rachlin. "Augmedix." Harvard Business School Case 817-048, November 2016. (Revised October 2018.) View Details
- Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised October 2018.) View Details
- Cespedes, Frank V., Thomas R. Eisenmann, Maria Fernanda Miguel, and Laura Urdapilleta. "IguanaFix." Harvard Business School Case 817-056, November 2016. (Revised October 2018.) View Details
- Roberge, Mark, Tom Eisenmann, and Frank Cespedes. "InsightSquared: Developing the Sales and Marketing Plan." Harvard Business School Case 816-074, February 2016. (Revised August 2020.) View Details
- Cespedes, Frank V. "InsideSales.com (B)." Harvard Business School Supplement 817-042, August 2016. (Revised June 2017.) View Details
- Cespedes, Frank V. "InsideSales.com (A)." Harvard Business School Case 817-018, August 2016. (Revised June 2017.) View Details
- Cespedes, Frank V. "Showpad." Harvard Business School Case 817-006, August 2016. (Revised June 2017.) View Details
- Cespedes, Frank V., and Amram Migdal. "Oversight Systems." Harvard Business School Case 817-015, August 2016. (Revised June 2017.) View Details
- Cespedes, Frank V. "Sales Compensation Vignettes." Harvard Business School Case 816-092, May 2016. (Revised June 2017.) View Details
- Cespedes, Frank V., and Carin-Isabel Knoop. "Transition at DataCo?" Harvard Business School Case 816-058, March 2016. (Revised June 2017.) View Details
- Cespedes, Frank V. "Clef Company: Turnover." Harvard Business School Teaching Note 816-046, October 2015. View Details
- Cespedes, Frank V., and Alisa Zalosh. "Cilkray Graphics." Harvard Business School Brief Case 916-512, August 2015. View Details
- Cespedes, Frank V., and Alisa Zalosh. "Cilkray Graphics, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 916-515, August 2015. View Details
- Cespedes, Frank V., and Alisa Zalosh. "Cilkray Graphics, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 916-514, August 2015. View Details
- Cespedes, Frank V., and Alisa Zalosh. "Cilkray Graphics (Brief Case)." Harvard Business School Teaching Note 916-513, August 2015. View Details
- Cespedes, Frank V., and Matthew G. Preble. "DoubleDutch." Harvard Business School Case 815-044, November 2014. (Revised February 2016.) View Details
- Cespedes, Frank V., and Alisa Zalosh. "FormPrint Ortho500 (Brief Case)." Harvard Business School Teaching Note 915-536, September 2014. View Details
- Cespedes, Frank V., and Alisa Zalosh. "FormPrint Ortho500." Harvard Business School Brief Case 915-535, September 2014. View Details
- Cespedes, Frank V. "Clef Company: Turnover." Harvard Business School Case 814-100, March 2014. (Revised September 2015.) View Details
- Cespedes, Frank V. "Andrew Sullivan and Faraway Ltd." Harvard Business School Teaching Note 814-101, March 2014. View Details
- Cespedes, Frank V., and James Kindley. "Clique Pens: The Writing Implements Division of U.S. Home, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 914-528, December 2013. View Details
- Cespedes, Frank V., and James Kindley. "Clique Pens: The Writing Implements Division of U.S. Home (Brief Case)." Harvard Business School Teaching Note 914-526, December 2013. View Details
- Cespedes, Frank V., and James Kindley. "Clique Pens: The Writing Implements Division of U.S. Home." Harvard Business School Brief Case 914-525, December 2013. View Details
- Cespedes, Frank V., Shikhar Ghosh, and Matthew Preble. "Myomo: Getting Sales in Motion." Harvard Business School Case 814-034, October 2013. (Revised April 2015.) View Details
- Swiercz, Paul, Heide Abelli, and Frank V. Cespedes. "Ron Ventura at Mitchell Memorial Hospital (Brief Case)." Harvard Business School Teaching Note 913-573, June 2013. View Details
- Cespedes, Frank V., and Heide Abelli. "Ron Ventura at Mitchell Memorial Hospital." Harvard Business School Brief Case 913-572, June 2013. View Details
- Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 913-577, May 2013. View Details
- Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 913-576, May 2013. View Details
- Cespedes, Frank V., and Heather Beckham. "Launching Krispy Natural: Cracking the Product Management Code." Harvard Business School Brief Case 913-574, May 2013. View Details
- Cespedes, Frank V., and Lynda St. Clair. "Robin Ash and Printzhof Press (Brief Case)." Harvard Business School Teaching Note 913-555, March 2013. View Details
- Cespedes, Frank V., and Lynda St. Clair. "Robin Ash and Printzhof Press." Harvard Business School Brief Case 913-554, March 2013. View Details
- Cespedes, Frank V., and Sunru Yong. "Andrew Ryan at VC Brakes (Brief Case)." Harvard Business School Teaching Note 913-553, January 2013. View Details
- Cespedes, Frank V., and Sunru Yong. "Andrew Ryan at VC Brakes." Harvard Business School Brief Case 913-552, January 2013. View Details
- Cespedes, Frank, and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch?, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 913-508, June 2012. View Details
- Cespedes, Frank, and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch?, Spreadsheet for Students (Brief Case)." Harvard Business School Spreadsheet Supplement 913-507, June 2012. View Details
- Cespedes, Frank, and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch? (Brief Case)." Harvard Business School Teaching Note 913-506, June 2012. View Details
- Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis." Harvard Business School Supplement 813-106, November 2012. (Revised July 2012.) View Details
- Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd (B): Sam Cartwright of Mothercare." Harvard Business School Supplement 813-105, November 2012. (Revised July 2014.) View Details
- Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd." Harvard Business School Case 813-104, November 2012. (Revised July 2014.) View Details
- Cespedes, Frank V., and Diane Badame. "PV Technologies, Inc.: Were They Asleep at the Switch?" Harvard Business School Brief Case 913-505, June 2012. View Details
- Cespedes, Frank V., Thomas Eisenmann, and Steven G. Blank. "Customer Discovery and Validation for Entrepreneurs." Harvard Business School Background Note 812-097, November 2011. (Revised August 2012.) View Details
- Cespedes, Frank V. "Customer Visits for Entrepreneurs." Harvard Business School Background Note 812-098, November 2011. (Revised August 2012.) View Details
- Cespedes, Frank V., and Benson P. Shapiro. "Olympia Machine Company, Inc." Harvard Business School Case 708-490, February 2008. (Revised August 2011.) View Details
- Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. "Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, September 2010. (Revised August 2011.) View Details
- Shapiro, Benson P., and Frank V. Cespedes. "Curled Metal Inc.—Engineered Products Division." Harvard Business School Case 709-434, October 2008. (Revised March 2011.) View Details
- Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.) View Details
- Cespedes, Frank V. "Wal-Mart Stores in 2003 (Abridged Version)." Harvard Business School Case 709-423, December 2008. (Revised October 2009.) View Details
- Cespedes, Frank V. "Cola Wars: Going Global." Harvard Business School Case 709-451, December 2008. (Revised September 2009.) View Details
- Cespedes, Frank V. "Intuit." Harvard Business School Case 810-018, August 2009. View Details
- Cespedes, Frank V., and John T. Gourville. "Cabot Pharmaceuticals, Inc." Harvard Business School Case 510-030, August 2009. (Revised August 2012.) View Details
- Cespedes, Frank V. "Curled Metal Inc. - Engineered Products Division (TN)." Harvard Business School Teaching Note 709-501, June 2009. View Details
- Cespedes, Frank V., Christopher H. Lovelock, and Laura Winig. "The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues (Brief Case)." Harvard Business School Teaching Note 082-511, July 2008. (Revised May 2009.) View Details
- Bradley, Stephen P., Frank V. Cespedes, and Kerry Herman. "Live Nation Faces the Music (B)." Harvard Business School Supplement 709-465, January 2009. View Details
- Cespedes, Frank V. "Peripheral Products Company: The 'Gray Market' for Disk Drives." Harvard Business School Case 586-124, January 1986. (Revised November 2006.) View Details
- Cespedes, Frank V. "Aspects of Sales Management: An Introduction." Harvard Business School Background Note 589-061, October 1988. (Revised November 2006.) View Details
- Cespedes, Frank V. "Managing Selling and the Salesperson." Harvard Business School Background Note 590-043, October 1989. (Revised November 2006.) View Details
- Cespedes, Frank V. "Deployment, Focus, and Measuring Effectiveness." Harvard Business School Background Note 590-044, October 1989. (Revised November 2006.) View Details
- Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, October 1989. (Revised November 2006.) View Details
- Rangan, V. Kasturi, and Frank V. Cespedes. "Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)." Harvard Business School Case 592-037, October 1991. (Revised August 2000.) View Details
- Raymond, Thomas J., and Frank V. Cespedes. "Hammermill Paper Co., Teaching Note." Harvard Business School Teaching Note 380-020, July 1979. (Revised July 1995.) View Details
- Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Marketing Organization, Teaching Note." Harvard Business School Teaching Note 591-100, March 1991. (Revised April 1995.) View Details
- Cespedes, Frank V. "Astra/Merck Group TN." Harvard Business School Teaching Note 595-096, February 1995. (Revised March 1995.) View Details
- Cespedes, Frank V. "Becton Dickinson and Company: Multidivisional Marketing Programs TN." Harvard Business School Teaching Note 595-100, March 1995. View Details
- Cespedes, Frank V., and Marie Bell. "Astra/Merck Group." Harvard Business School Case 594-045, March 1994. (Revised March 1995.) View Details
- Cespedes, Frank V., and Marie Bell. "Dendrite International." Harvard Business School Case 594-048, October 1993. (Revised February 1995.) View Details
- Cespedes, Frank V. "Dendrite International TN." Harvard Business School Teaching Note 595-092, February 1995. View Details
- Cespedes, Frank V. "MCI Vision (A) (Condensed)." Harvard Business School Case 594-057, October 1993. (Revised February 1995.) View Details
- Raymond, Thomas J., and Frank V. Cespedes. "Hammermill Paper Co." Harvard Business School Case 380-014, July 1979. (Revised January 1995.) View Details
- Cespedes, Frank V. "Becton Dickinson & Co.: Multidivisional Marketing Programs." Harvard Business School Case 594-060, October 1993. (Revised November 1994.) View Details
- Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.) View Details
- Cespedes, Frank V. "Westinghouse Electric Corp. (A)." Harvard Business School Case 587-160, May 1987. (Revised November 1994.) View Details
- Cespedes, Frank V. "Actmedia, Inc." Harvard Business School Case 588-036, November 1987. (Revised September 1994.) View Details
- Cespedes, Frank V., and Marie Bell. "Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction." Harvard Business School Case 593-080, February 1993. (Revised September 1994.) View Details
- Cespedes, Frank V. "Packaged Products Company: Handy-Pak Introduction (TN)." Harvard Business School Teaching Note 595-022, September 1994. View Details
- Cespedes, Frank V. "Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction TN." Harvard Business School Teaching Note 595-017, August 1994. View Details
- Cespedes, Frank V., and Laura Goode. "MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, September 1992. (Revised July 1994.) View Details
- Cespedes, Frank V., and Laura Goode. "Packaged Products Company: Handy-Pak Introduction." Harvard Business School Case 593-057, November 1992. (Revised June 1994.) View Details
- Cespedes, Frank V. "IBM: Assistant General Manager of Marketing (A)." Harvard Business School Case 592-066, January 1992. (Revised June 1994.) View Details
- Cespedes, Frank V. "MCI Vision (A) or (A) (Condensed), (B),(C) TN." Harvard Business School Teaching Note 593-066, December 1992. (Revised November 1993.) View Details
- Cespedes, Frank V. "MCI Communications Corporation: National Accounts Program (Condensed)." Harvard Business School Case 593-044, October 1992. (Revised October 1993.) View Details
- Cespedes, Frank V. "Cooper Pharmaceuticals, Inc." Harvard Business School Case 590-111, May 1990. (Revised October 1993.) View Details
- Cespedes, Frank V. "Turner Construction Co." Harvard Business School Case 585-031, January 1985. (Revised June 1993.) View Details
- Cespedes, Frank V. "Cox Cable (A)." Harvard Business School Case 586-045, April 1986. (Revised June 1993.) View Details
- Cespedes, Frank V. "MCI Telecommunications Corp.: VNET (A)." Harvard Business School Case 588-068, April 1988. (Revised June 1993.) View Details
- Cespedes, Frank V. "MEM Company, Inc.: English Leather TN." Harvard Business School Teaching Note 593-119, June 1993. View Details
- Cespedes, Frank V. "American Mobile Satellite Corp., Teaching Note." Harvard Business School Teaching Note 593-116, May 1993. View Details
- Cespedes, Frank V., and Laura Goode. "American Mobile Satellite Corporation." Harvard Business School Case 593-038, November 1992. (Revised May 1993.) View Details
- Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization TN." Harvard Business School Teaching Note 593-109, April 1993. View Details
- Cespedes, Frank V. "Managing Sales Interfaces: Course Module, Instructor's Overview." Harvard Business School Teaching Note 593-089, March 1993. View Details
- Cespedes, Frank V. "Amerisource." Harvard Business School Case 587-044, July 1986. (Revised February 1993.) View Details
- Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.) View Details
- Cespedes, Frank V. "MCI Vision (B)." Harvard Business School Supplement 592-084, February 1992. (Revised December 1992.) View Details
- Cespedes, Frank V. "IBM: Assistant General Manager of Marketing TN." Harvard Business School Teaching Note 593-055, November 1992. (Revised November 1992.) View Details
- Cespedes, Frank V. "Managing Sales Interfaces: Developments in Practice." Harvard Business School Background Note 593-047, October 1992. View Details
- Cespedes, Frank V. "Managing Sales Interfaces: Organizational Factors." Harvard Business School Background Note 593-001, July 1992. View Details
- Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (A): Corporate and Marketing Strategy." Harvard Business School Case 582-106, February 1982. (Revised May 1992.) View Details
- Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment." Harvard Business School Case 585-097, August 1984. (Revised May 1992.) View Details
- Cespedes, Frank V. "Carolina Power & Light Co.: Customer and Operating Services Group." Harvard Business School Case 587-179, June 1987. (Revised May 1992.) View Details
- Cespedes, Frank V. "MCI Vision (C)." Harvard Business School Supplement 592-085, February 1992. View Details
- Cespedes, Frank V. "IBM: Assistant General Manager of Marketing (B)." Harvard Business School Case 592-067, January 1992. View Details
- Cespedes, Frank V. "Managing Sales Interfaces: An Introduction." Harvard Business School Background Note 592-068, January 1992. View Details
- Cespedes, Frank V. "Procter & Gamble Co. (A), Teaching Note." Harvard Business School Teaching Note 591-107, March 1991. View Details
- Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note." Harvard Business School Teaching Note 591-101, March 1991. View Details
- Cespedes, Frank V. "Imperial Distributors, Inc. (B), Teaching Note." Harvard Business School Teaching Note 591-091, February 1991. View Details
- Cespedes, Frank V. "Carolina Power & Light Co., Teaching Note." Harvard Business School Teaching Note 591-096, February 1991. View Details
- Cespedes, Frank V. "Imperial Distributors, Inc. (A), Teaching Note." Harvard Business School Teaching Note 591-090, February 1991. View Details
- Cespedes, Frank V. "Frito-Lay, Inc. (A), Teaching Note." Harvard Business School Teaching Note 591-087, February 1991. View Details
- Cespedes, Frank V. "Capital Cities/ABC, Inc: Spot Sales, Teaching Note." Harvard Business School Teaching Note 591-083, January 1991. View Details
- Cespedes, Frank V. Peripheral Products Co.: The ""Gray Market"" for Disk Drives, Teaching Note. Harvard Business School Teaching Note 587-123, February 1987. (Revised January 1991.) View Details
- Cespedes, Frank V. "Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note." Harvard Business School Teaching Note 591-070, January 1991. View Details
- Cespedes, Frank V. "MCI Telecommunications Corp.: VNET (A), (B), and (C), Teaching Note." Harvard Business School Teaching Note 591-064, January 1991. View Details
- Cespedes, Frank V. "MCI Communications Corp.: National Accounts Program, Teaching Note." Harvard Business School Teaching Note 591-059, January 1991. View Details
- Cespedes, Frank V. "Actmedia, Inc., Teaching Note." Harvard Business School Teaching Note 591-034, December 1990. View Details
- Cespedes, Frank V. "Dorio Printing Co., Teaching Note." Harvard Business School Teaching Note 591-039, October 1990. View Details
- Cespedes, Frank V. "Cooper Pharmaceuticals, Inc., Teaching Note." Harvard Business School Teaching Note 591-027, September 1990. View Details
- Cespedes, Frank V. "General Electric: Customer Service, Teaching Note." Harvard Business School Teaching Note 590-030, February 1990. View Details
- Cespedes, Frank V. "Becton Dickinson & Co.: VACUTAINER Systems Division." Harvard Business School Case 587-085, October 1986. (Revised November 1989.) View Details
- Cespedes, Frank V. "Customer Service." Harvard Business School Background Note 590-055, November 1989. View Details
- Cespedes, Frank V. "Honeywell, Inc.: International Organization for Commercial Avionics (A)." Harvard Business School Case 589-042, September 1988. (Revised November 1989.) View Details
- Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Tea Breeze." Harvard Business School Case 589-060, October 1988. (Revised November 1989.) View Details
- Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.) View Details
- Cespedes, Frank V. "Key Interfaces." Harvard Business School Background Note 590-054, October 1989. View Details
- Cespedes, Frank V. "Organizing and Implementing the Marketing Effort: Course Overview." Harvard Business School Background Note 590-041, October 1989. View Details
- Cespedes, Frank V. "Aspects of Sales Management: Key Themes." Harvard Business School Background Note 590-042, October 1989. View Details
- Cespedes, Frank V. "Managing Major Accounts." Harvard Business School Background Note 590-046, October 1989. View Details
- Cespedes, Frank V. "Alloy Rods Corp., Teaching Note." Harvard Business School Teaching Note 588-076, May 1988. (Revised October 1989.) View Details
- Cespedes, Frank V. "Becton Dickinson & Co.: VACUTAINER Systems Division, Teaching Note." Harvard Business School Teaching Note 588-077, May 1989. (Revised October 1989.) View Details
- Cespedes, Frank V. "Westinghouse Electric Corp. (A) and (B), Teaching Note." Harvard Business School Teaching Note 589-012, July 1988. (Revised October 1989.) View Details
- Cespedes, Frank V. "Dorio Printing Co." Harvard Business School Case 588-034, November 1987. (Revised August 1989.) View Details
- Cespedes, Frank V. "Imperial Distributors, Inc. (B)." Harvard Business School Case 588-024, October 1987. (Revised June 1989.) View Details
- Cespedes, Frank V. "Alloy Rods Corp." Harvard Business School Case 586-046, April 1986. (Revised May 1989.) View Details
- Cespedes, Frank V. "Westinghouse Electric Corp. (B): Control House." Harvard Business School Case 587-161, May 1987. (Revised May 1989.) View Details
- Cespedes, Frank V. "Marketing Organization Course Module, Instructor's Overview." Harvard Business School Teaching Note 589-077, December 1988. View Details
- Cespedes, Frank V. "IBM Marketing Organization (A) and (B), Teaching Note." Harvard Business School Teaching Note 589-067, November 1988. View Details
- Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Marketing Organization." Harvard Business School Case 589-045, October 1988. View Details
- Cespedes, Frank V. "Honeywell, Inc.: International Organization for Commercial Avionics (B)." Harvard Business School Case 589-043, September 1988. View Details
- Cespedes, Frank V. "Amerisource, Teaching Note." Harvard Business School Teaching Note 589-037, August 1988. View Details
- Cespedes, Frank V. "Marketing Implementation, Course Overview." Harvard Business School Background Note 589-018, August 1988. View Details
- Cespedes, Frank V. "Imperial Distributors, Inc. (A)." Harvard Business School Case 587-118, February 1987. (Revised July 1988.) View Details
- Cespedes, Frank V. "Capital Cities/ABC, Inc: Spot Sales." Harvard Business School Case 588-071, May 1988. View Details
- Cespedes, Frank V. "MCI Telecommunications Corp.: VNET (B)." Harvard Business School Supplement 588-069, April 1988. View Details
- Cespedes, Frank V. "MCI Telecommunications Corp.: VNET (C)." Harvard Business School Supplement 588-070, April 1988. View Details
- Cespedes, Frank V. "IBM Marketing Organization (A): Changes in Structure." Harvard Business School Case 588-060, February 1988. View Details
- Cespedes, Frank V. "IBM Marketing Organization (B): Process." Harvard Business School Case 588-061, February 1988. View Details
- Cespedes, Frank V. "General Electric: Customer Service." Harvard Business School Case 588-059, February 1988. View Details
- Cespedes, Frank V. "International Business Machines: Changes in Marketing Organization." Harvard Business School Case 588-037, November 1987. View Details
- Cespedes, Frank V. "Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives." Harvard Business School Case 587-097, November 1986. (Revised June 1987.) View Details
- Cespedes, Frank V. "Cox Cable (A) and (B), Teaching Note." Harvard Business School Teaching Note 587-181, June 1987. View Details
- Cespedes, Frank V. "MCI Communications Corp.: National Accounts Program." Harvard Business School Case 587-116, January 1987. (Revised March 1987.) View Details
- Cespedes, Frank V. "Turner Construction Co., Teaching Note." Harvard Business School Teaching Note 587-100, December 1986. View Details
- Cespedes, Frank V. "Cox Cable (B)." Harvard Business School Case 587-054, August 1986. View Details
- Cespedes, Frank V. "Cole National Corp. (D): Field Sales Organization." Harvard Business School Case 585-174, May 1985. (Revised January 1986.) View Details
- Cespedes, Frank V. "Note on the Disk Drive Industry--1985." Harvard Business School Background Note 586-040, August 1985. View Details
- Cespedes, Frank V. "Peripheral Products Co." Harvard Business School Case 586-041, August 1985. View Details
- Cespedes, Frank V. "Springs Industries: Apparel Fabrics Division." Harvard Business School Case 584-143, April 1984. (Revised July 1985.) View Details
- Cespedes, Frank V. "Cole National Corp. (C): Consumer Products Division." Harvard Business School Case 585-173, May 1985. View Details
- Cespedes, Frank V. "Springs Industries: Apparel Fabrics Division, Teaching Note." Harvard Business School Teaching Note 584-144, May 1984. (Revised July 1984.) View Details
- Cady, John F., and Frank V. Cespedes. "Pixley-Richards, Inc." Harvard Business School Case 582-063, November 1981. (Revised September 1983.) View Details
- Cady, John F., and Frank V. Cespedes. "E.T. Phone Home, Inc.: Forecasting Business Demand." Harvard Business School Case 583-121, January 1983. (Revised September 1983.) View Details
- Cady, John F., and Frank V. Cespedes. "Brave New World: Note on the Data Communications Marketplace--1983." Harvard Business School Background Note 584-006, July 1983. View Details
- Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (A2)." Harvard Business School Supplement 582-139, May 1982. View Details
- Cady, John F., and Frank V. Cespedes. "Busy Signals: Telecommunications in Transition." Harvard Business School Background Note 582-138, May 1982. View Details
- Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (A1)." Harvard Business School Supplement 582-107, February 1982. View Details
- Cady, John F., and Frank V. Cespedes. "MCI Telecommunications Corp. (B): Customer Service Strategy and Organization." Harvard Business School Case 582-108, February 1982. View Details
- Other Publications and Materials
-
- Cespedes, Frank V. "How to Select Sales Managers Who Can Actually Manage." HubSpot (October 7, 2014). http://blog.hubspot.com/sales/how-to-select-sales-managers-who-can-actually-manage. View Details
- Cespedes, Frank V. "New Frontiers in Strategy: Ambrosetti Forum." Milan, Italy, December 2007. View Details
- Cespedes, Frank V. "Coordinating Sales and Marketing: Why, Why Not, and Now What?" 2005. (Presented and published by the Marketing Science Institute.) View Details
- Cespedes, Frank V. "New Horizons in Selling and Sales Management." American Marketing Association, January 2003. View Details
- Cespedes, Frank V. "Value-Added: How Your Customers Can Grasp It." Marketing Report, December 1996. View Details
- Research Summary
-
This research focuses on companies that have sustained high willingness-to-pay over diverse market conditions, including economic slumps. It examines how firms identify, articulate, and communicate value to selected customer groups and the organizational implications, especially the implications for sales and business development.This research focuses on: (a) market research methods and tactics suitable to startups seeking their initial customers and validation of their initial business model; (b) guidelines for conducting visits with potential customers as part of the startup ptrocess; and (c) the issues involved in scaling a venture's sales process after validation of the firm's initial business model and acquisition of initial customers.
- Areas of Interest
-
- business marketing
- entrepreneurial management
- pricing
- sales force management
- channels of distribution
- competitive strategy
- cross-functional integration
- entrepreneurial marketing
- entrepreneurship
- executive development
- organizational strategy
- strategy formulation
- strategy implementation
Additional Topics - In The News