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February 2013 (Revised May 2013)
Case

Juan Valdez: Innovation in Caffeination

By: Michael I. Norton and Jeremy Dann

Corporate entrepreneurs attempt to revive Colombia's famous Juan Valdez brand in the age of Starbucks, with café chain and packaged coffee ventures. In the 1970s and 80s, the iconic "Juan Valdez" ingredient brand was the most recognized in the world of coffee. The... View Details

Keywords: Innovation; Branding; Global Business; Sales; Marketing; Retailing; Corporate Strategy; Organizational Change; Corporate Entrepreneurship; Brands and Branding; Innovation and Invention

Web

Fit Across the Value Chain - Institute For Strategy And Competitiveness

HBS ISC Strategy Strategy Strategy Explained Business Strategy Creating a Successful Strategy Corporate View Details

April 6, 2023
Article

A New NFT Launch Strategy: The Wave Mint

By: Scott Duke Kominers and 1337 Skulls Sers

In an NFT project, the mint—the process by which tokens are initially allocated—largely determines who your community is and how they and the broader market view the project going forward. In this piece, we review a new minting strategy recently introduced by 1337... View Details

Keywords: NFTs; Mechanism Design; Sales Management; Sales Model; Crypto Economy; Non-fungible Tokens; Networks; Product Launch; Auctions; Market Design

08 Jul 2013
Research & Ideas

Everything Must Go: A Strategy for Store Liquidation

inventory. Three weeks into the liquidation event, they used the latest sales information to generate a transfer schedule for approximately $20 million of inventory, resulting in an estimated profit increase of over 2.5 percent of the... View Details

Keywords: by Julia Hanna; Retail

20 Feb 2017
Working Paper Summaries

Where Should We Build a Mall? The Formation of Market Structure and Its Effect on Sales

Keywords: by Doug J. Chung, Kyoungwon Seo, and Reo Song; Retail; Real Estate; Construction

January 2014
Supplement

J.C. Penney's 'Fair and Square' Strategy (B): Out with the New, In with the Old

By: Elie Ofek, Jill Avery and Jose B. Alvarez

In his August 2012 earnings call, CEO Ron Johnson urged investors to be patient and stay the course with the revised JC Penney marketing strategy despite mounting negative financial indicators. The heart of the strategy was the "Fair and Square" approach to pricing.... View Details

Keywords: Decisions; Marketing Strategy; Retail Industry

May 2024
Supplement

HubSpot and Motion AI (B): Generative AI Opportunities

The technologies driving artificial intelligence (AI) had progressed significantly since HubSpot’s acquisition of Motion AI in 2017. Generative AI was the newest major development. Software-as-a-service (SaaS) companies such as HubSpot were analyzing how generative AI... View Details

Keywords: Artificial Intelligence; CRM; Chatbots; Sales Management; Generative Ai; SaaS; Marketing; Sales; AI and Machine Learning; Customer Relationship Management; Applications and Software; Technological Innovation; Competitive Advantage; Technology Industry; United States

June 2013
Teaching Note

Elasto Therm: The Next Step

By: Jim Sharpe

Keywords: Entrepreneurial Organizations; Entrepreneurs; Careers; Empowerment; Job Design; Sales Channels; Sales Force Management; Pricing Strategy; Pricing; Pricing Policies; Employee Empowerment; Customer Focus; Entrepreneurship; Salesforce Management; Customer Focus and Relationships; Rubber Industry; United States

January 2015 (Revised January 2017)
Case

Curriculum Associates: Turning the Page from Tradition to Innovation

By: John J-H Kim and Christine S. An

Set in Fall 2014, the traditional textbook publishing industry is being transformed by technological innovations and new student achievement standards. This case chronicles how Rob Waldron, CEO, and his team bring Curriculum Associates (CA), a traditional supplemental... View Details

Keywords: Education Technology; SaaS; Turnaround; Textbook Publishing; Innovation; Sales Cycle; HR Strategy; Privately-funded Businesses; Sustainable Growth; Product Development Strategy; Organizational Change and Adaptation; Technological Innovation; Competitive Advantage; Publishing Industry

November 2016 (Revised October 2018)
Case

Augmedix

By: Frank V. Cespedes and Alexandra N. Rachlin

In April 2015, Ian Shakil and Pelu Tran, cofounders of Augmedix, are discussing how to grow their emerging health care startup. The company’s sole product, also called Augmedix, streams video of doctor-patient interactions to remote medical scribes, thus freeing... View Details

Keywords: Entrepreneurial Management; Sales Management; Scaling; Hiring; Pricing; Entrepreneurship; Marketing; Marketing Strategy; Product Marketing; Sales; Technology; Health Industry; United States

November 2018
Case

Yatooq: Longing for Arabic Coffee

By: Mark Roberge, Gamze Yucaoglu and Samer Al-Rachedy

As one of the few female entrepreneurs in Saudi Arabia, Lateefa Alwaalan had been trying to produce the perfect cup of Arabic coffee for over a decade. In 2007, she began testing various coffee blends, which she later branded Yatooq, the Arabic word for “craving” or... View Details

February 2011
Case

Barceló Hotels and Resorts (A)

By: John T. Gourville and Marco Bertini

Barcelo Hotels and Resorts must decide whether to allow its many hotels to continue to undertake separate promotional campaigns or to run, for the first time, a broad corporate-level promotion. Complicating the decision is the fact that the many hotels in its portfolio... View Details

Keywords: Brand Management; Sales Promotions; Brands and Branding; Price; Strategy; Corporate Strategy; Accommodations Industry

October 2016 (Revised April 2018)
Case

DataXu: Selling Ad Tech

By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull

DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a... View Details

Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts

February 2019
Case

Canibal—Play It Green!

By: Frank V. Cespedes, Joseph B. Fuller, Tonia Labruyere and Elena Corsi

In 2011, Canibal launched a machine that could sort and compress aluminum cans, plastic bottles, and cups. Users could play a jackpot-style game on the machine’s digital display, while disposing of their beverage containers and earning coupons or other rewards. The... View Details

Keywords: Sales Growth; Recycling; Start-up; Scaling; Market Selection; Sales; Marketing; Business Startups; Growth and Development Strategy; Segmentation; Product Positioning; Technology Industry; France

24 Sep 2022
News

Figma Is Making Billions Off Its Sale to Adobe. Is It Enough to Keep Its Workers From Leaving?

January – February 2011
Article

'Bricks and Clicks': The Impact of Product Returns on the Strategies of Multichannel Retailers

By: Elie Ofek, Zsolt Katona and Miklos Sarvary

The Internet has increased the flexibility of retailers, allowing them to operate an online arm in addition to their physical stores. The online channel offers potential benefits in selling to customer segments that value the convenience of online shopping, but it also... View Details

Keywords: Price; Profit; Marketing Channels; Consumer Behavior; Online Technology; Retail Industry

Find at Harvard

May 2009 (Revised December 2009)
Case

Reliance Baking Soda: Optimizing Promotional Spending

By: John A. Quelch and Heather Beckham

Reliance Baking Soda is Stewart Corporation's oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past... View Details

Keywords: Communication Strategy; Quantitative Analysis; Consumer Marketing; Marketing Planning; Product Management; Sales Promotions; Program Budgeting; Marketing Strategy; Advertising; Product Marketing; Budgets and Budgeting; Sales; Consumer Products Industry

24 Jul 2014
Blog Post

Create a Content Marketing Strategy for your Talent Acquisitions Team

important as building out a content marketing strategy for your sales or marketing team. Connecting with individuals in a deep and profound way is significant when convincing top talent to want to dedicate... View Details

September 2009
Case

Culinarian Cookware: Pondering Price Promotion

By: John A. Quelch and Heather Beckham

In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price... View Details

Keywords: Profitability Analysis; Consumer Marketing; Brand Equity; Pricing Policies; Sales Promotions; Small ＆ Medium-sized Enterprises; Decisions; Goals and Objectives; Price; Marketing Strategy; Consumer Behavior; Management Teams; Sales; Brands and Branding; Consumer Products Industry

October 2011 (Revised April 2017)
Teaching Note

Raleigh & Rosse: Measures to Motivate Exceptional Service (Brief Case)

By: Robert L. Simons and Michael Mahoney

Teaching Note for 4353. View Details

Keywords: Control Systems; Performance Measurement; Goal Setting; Compensation; Incentives; Motivation; Sales Compensation; Strategy And Execution; Motivation and Incentives; Goals and Objectives; Salesforce Management; Organizational Culture; Accounting; Performance Evaluation; Compensation and Benefits

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