Publications

2021
Book

Sales Management That Works: How to Sell in a World That Never Stops Changing

By: Frank V. Cespedes

Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive... View Details

Keywords: Sales; Strategy; Salesforce Management; Change; Adaptation

March 2012 (Revised September 2014)
Case

Clarks at a Crossroads (A)

By: John A. Davis and Suzanne Stroh

Clarks at a Crossroads (A) describes how this venerable British shoe company falls behind its competition and into financial trouble. The case ends with a pivotal vote by shareholders on whether to sell this family company. View Details

August 1992
Case

Johnson & Johnson in the 1990s

Describes the major challenges facing Ralph Larsen, CEO of Johnson & Johnson since 1989, as he strives to maintain the company's decentralized management structure and at the same time keep the company competitive in the 1990s. View Details

Keywords: Business or Company Management; Organizational Structure; Consumer Products Industry

23 May 2018
News

Teen Rocket Scientists Offer a Peek Into the Future

November 1998 (Revised December 1998)
Case

Jeanne Lewis at Staples, Inc. (A)

By: Linda A. Hill and Kristin Doughty

Jeanne Lewis, after six years with Staples, Inc., is promoted to senior vice president of marketing. She is to work for fifteen months alongside her predecessor, a legacy in the organization, "learning the ropes" before he moves on. This case is set nine months after... View Details

Keywords: Organizational Change and Adaptation; Management Style; Change Management; Marketing Strategy; Management Succession; Competitive Advantage; Problems and Challenges; Management Teams; Retail Industry; United States

May 2013
Case

Launching Krispy Natural: Cracking the Product Management Code

By: Frank V. Cespedes and Heather Beckham

Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete... View Details

Keywords: Analytics and Data Science; Competition; Organizational Culture; Management Teams; Brands and Branding; Expansion; Marketing Strategy; Product Launch; Acquisition; Food and Beverage Industry; Ohio; United States

February 2003 (Revised July 2003)
Case

Ember Corporation: Developing the Next Ubiquitous Network Standard

By: Rebecca Henderson and Nancy Confrey

Ember is a venture capital-funded start-up that hopes to establish a standard for ubiquitous wireless networks. Its unique approach and proprietary technology promises to create enormous value in a wide variety of markets, particularly in local sensing and control.... View Details

Keywords: Business Startups; Wireless Technology; Value; Competitive Strategy; Standards; Technology Industry; Telecommunications Industry

22 Aug 2011
Research & Ideas

Getting to Eureka!: How Companies Can Promote Creativity

of brilliance, raining down like manna from some deity of inspiration. Teaching people how to be creative, on the other hand, is like teaching them how to be tall—that is, impossible. These days, as global competition intensifies, it's... View Details

Keywords: by Michael Blanding

April 2003
Background Note

Sunk Costs: The Plan to Dump the Brent Spar (E)

This case summarizes the technical evaluation methodology Shell employed to evaluate the alternative proposals submitted to its engineering competition for disposing of the Brent Spar. It also details the results of the evaluation process. View Details

Keywords: Natural Environment; Business and Community Relations; Projects; Energy Sources; Energy Industry

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October 2017 (Revised August 2018)
Case

HTC and Virtual Reality

By: David B. Yoffie, Andy Wu and Allison M. Ciechanover

In fall 2017, HTC CEO and Chairperson Cher Wang was driving the company to focus on virtual reality (VR). HTC's first VR product, VIVE, released in spring 2016, was applauded for its superior immersive room-scale capabilities. However, early adoption of VR beyond... View Details

Keywords: Virtual Reality; Strategy; Competition; Information Technology; Innovation and Management; Consumer Behavior; Customer Relationship Management; Technology Industry

21 Jun 2020
News

Leading with purpose and humanity: A conversation with Hubert Joly

January 2004 (Revised November 2004)
Case

Rwandan Tea Industry, The: Looking into the Future

By: Debora L. Spar

In 2003, the Rwandan government was focused on transforming the nation's tea industry into a world-class competitor. To accomplish this objective and stave off the downward prices that plagued the international tea market, the government believed that the industry... View Details

Keywords: Plant-Based Agribusiness; Market Entry and Exit; Competitive Strategy; Privatization; Government and Politics; Developing Countries and Economies; Agriculture and Agribusiness Industry; Rwanda

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March 2009 (Revised May 2009)
Background Note

Executing Strategy

By: J. Bruce Harreld

This is a note to introduce the principles for effectively implementing a new strategy. It emphasizes the interdependence of strategy and execution in developing and sustaining superior competitive performance. Primarily based on the notion that strategy should be a... View Details

Keywords: Alignment; Competitive Strategy; Management Teams

09 Oct 2012
News

Michael E. Porter on Why Companies Must Address Social Issues

Research Summary

Globalization and the Family Business

As business becomes more global and competitive, many family companies are extending their operations through various means to remain competitive in their industries. Professor Davis is teaming with Professor Jon Martinez of Universidad de los Andes and Florence Tsai... View Details

May 2003
Case

Environmental Defense

By: Forest L. Reinhardt

Analyzes the strategy and management of Environmental Defense, a leading environmental advocacy group, emphasizing the group's activity in the energy and agribusiness industries. From a strategy formulation standpoint, the case encourages students to think of the... View Details

Keywords: Strategy; Nonprofit Organizations; Energy; Relationships; Agribusiness; Agriculture and Agribusiness Industry; Energy Industry

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16 Dec 2014
First Look

First Look: December 16

and rehabilitative care for a patient's medical condition-is the only approach that aligns providers, payers, and suppliers in a healthy competition to increase patient value. In this article, we articulate the principles of value‐based... View Details

Keywords: Sean Silverthorne

April 12, 2023
Article

Using AI to Adjust Your Marketing and Sales in a Volatile World

By: Das Narayandas and Arijit Sengupta

Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer... View Details

Keywords: Forecasting and Prediction; AI and Machine Learning; Consumer Behavior; Technology Adoption; Competitive Advantage

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September 1981 (Revised September 1986)
Case

Steinway & Sons

By: David A. Garvin

Considers whether Steinway should reintroduce a long-discontinued product line to meet competition from the Japanese. Raises the issue of just how quality is defined in this market. Looks closely at a production process relying on craft skills. Students have the... View Details

Keywords: Experience and Expertise; Brands and Branding; Production; Quality; Competition