Publications

14 Jul 2020
Research & Ideas

Restarting Under Uncertainty: Managerial Experiences from Around the World

client-centric approach. It intensified virtual interactions with customers, merged sales and customer service, and boosted integration of all databases, which had been spread across functions, into a single customer resource management... View Details

Keywords: by Raffaella Sadun, Andrea Bertoni, Alexia Delfino, Giovanni Fassio, and Mariapaola Testa

10 Oct 2011
Research & Ideas

Retailing Revolution: Category Killers on the Brink

Interestingly, these services subsidize the declining productivity of key item and category sales in the store. This idea of subsidizing competitively challenged parts of the offer is a common occurrence in retail. For example, the... View Details

Keywords: by Rajiv Lal & Jose B. Alvarez; Retail

26 Nov 2001
Op-Ed

Why Corporate Budgeting Needs To Be Fixed

the total value of the company. We saw such erosion in the two examples presented earlier. We see it as well in the common practice of channel stuffing—when managers ship loads of products to distributors to meet immediate View Details

Keywords: by Michael C. Jensen

15 Jul 2019
Book

Many Executives Are Afraid of Finance. Here's How They Can Gain Confidence

or as an effort of managers to massage metrics. The salutary effects of activist investors can be appreciated, just as one also appreciates the information and incentive problems that plague their money management industry. The channeling... View Details

Keywords: by Dina Gerdeman

July 2020
Case

Amanda and Kristen: Mented Cosmetics

By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills

The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community... View Details

23 Jun 2008
Research & Ideas

Innovative Ways to Encourage Personal Savings

essentially "raffle off" the interest pot each period. Savers give up a large chance of a small return for a small chance of a large, life-changing return. I have studied these programs in England, where they have been run for over 50 years, as well as in South Africa.... View Details

Keywords: by Martha Lagace; Financial Services

October 2022 (Revised December 2022)
Case

Aphro Beverages

By: Frank V. Cespedes and Amram Migdal

This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to... View Details

09 Jul 2018
Research & Ideas

Overcoming the Challenges of Selling Brand New Technology (Hey, Need a 3-D Printer?)

collateral design, launches the product, and then “throws it over the wall” to sales and marketing. “This process is product-centric and a bucket-brigade approach where the groups work serially and in silos in a rapidly changing tech... View Details

Keywords: by Michael Blanding; Technology; Consumer Products; Electronics; Industrial Products; Information Technology; Manufacturing; Medical Devices & Supplies; Retail

20 Dec 2004
Research & Ideas

How an Order Views Your Company

offer order management solutions and the corresponding efficiency that can then be gained by reallocating sales investments. Some small innovative firms like Comergent have taken it a step further. They offer an integrated demand chain... View Details

Keywords: by Sarah Jane Johnston

May 2009
Supplement

Ceres Gardening Company: Funding Growth in Organic Products, Spreadsheet for Instructors (Brief Case)

By: John H. McArthur and Joel L. Heilprin

Keywords: Accounting Procedures; Marketing; Business Growth; Expansion; Business Growth and Maturation; Marketing Channels; Financial Statements; Sales

May 2009
Teaching Note

Ceres Gardening Company: Funding Growth in Organic Products (Brief Case)

By: John H. McArthur and Sunru Yong

Teaching Note to 4017. View Details

Keywords: Accounting Procedures; Marketing; Business Growth; Expansion; Business Growth and Maturation; Marketing Channels; Financial Statements; Sales

01 Mar 2011
First Look

First Look: March 1

retailers is not too high, having an online channel can actually increase investment in store assistance levels (e.g., greater shelf display, more-qualified sales staff, floor samples) and decrease profits.... View Details

Keywords: Sean Silverthorne

17 Mar 2021
Research & Ideas

Beyond Pajamas: Sizing Up the Pandemic Shopper

for profit margins? The stakes are high. Without a doubt, bringing more customers into online channels offers a great upside. Not only do they contribute to sales today, but they may continue to buy online... View Details

Keywords: by Ayelet Israeli, Eva Ascarza, and Laura Castrillo; Retail

July 2002 (Revised March 2003)
Case

Avon.com (A)

Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there... View Details

Keywords: Organizational Change and Adaptation; Marketing Strategy; Internet and the Web; Salesforce Management; Marketing Channels; Beauty and Cosmetics Industry

04 May 2020
Research & Ideas

Predictions, Prophets, and Restarting Your Business

clear-cut. “A problem with megatrend predictions is that, even if they turn out to be generally accurate, they’re not managerially useful.” In the first month of social distancing in the United States, online sales at Walmart and Target... View Details

Keywords: by Frank V. Cespedes

05 Dec 2007
Sharpening Your Skills

Sharpening Your Skills: Managing Marketing

Cannibalizing Direct Sales? Working Paper: Adding Bricks to Clicks—The Effects of Store Openings on Sales through Direct ChannelsConsider a retailer who operates both brick-and-mortar stores and direct View Details

2009
Working Paper

Crafting Integrated Multichannel Retailing Strategies

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these... View Details

Keywords: Marketing Channels; Marketing Strategy; Distribution Channels; Sales; Integration; Retail Industry