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- Faculty Publications (306)
Show Results For
- All HBS Web
(378)
- News (26)
- Research (332)
- Multimedia (2)
- Faculty Publications (306)
- Article
Aligning Strategy and Sales
By: Frank V. Cespedes
Much current opinion asserts that strategy is less important (and may, in fact, be an impediment) in an era of constant change. This publication discusses why claims about business change are often overstated and misunderstood, why strategy is even more important as... View Details
- September 19, 2014
- Article
How to Focus Your Sales Team on the Right Effectiveness Metrics.
By: Frank V. Cespedes
Keywords: Sales
Cespedes, Frank V. "How to Focus Your Sales Team on the Right Effectiveness Metrics." ChiefExecutive.net (September 19, 2014).
- Article
The Marketing Gearbox
By: Frank V. Cespedes
Keywords: Marketing
Cespedes, Frank V. "The Marketing Gearbox." Strategy & Business, no. 3 (Second Quarter 1996): 22–39.
- January–April 1996
- Article
Implementing Marketing Strategy
By: Frank V. Cespedes
Cespedes, Frank V. "Implementing Marketing Strategy." Journal of Marketing Management 12, nos. 1-3 (January–April 1996): 135–160.
- 1991
- Chapter
Aspects of Sales Management: Key Themes
By: Frank V. Cespedes
Cespedes, Frank V. "Aspects of Sales Management: Key Themes." In Strategic Marketing Management, by R. J. Dolan. Boston: Harvard Business School Press, 1991.
- Article
Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations
By: Frank V. Cespedes
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.
- fall 1988
- Article
Channel Management is General Management
By: Frank V. Cespedes
Keywords: Management
Cespedes, Frank V. "Channel Management is General Management." California Management Review 31, no. 1 (fall 1988): 98–120.
- 1991
- Book
Organizing and Implementing the Marketing Effort
By: Frank V. Cespedes
Keywords: Marketing
Cespedes, Frank V. Organizing and Implementing the Marketing Effort. Reading, MA: Addison-Wesley Publishing Company, 1991.
- February 1995 (Revised March 1995)
- Teaching Note
Astra/Merck Group TN
By: Frank V. Cespedes
Teaching Note for (9-594-045). View Details
Keywords: Pharmaceutical Industry
- September 1994
- Teaching Note
Packaged Products Company: Handy-Pak Introduction (TN)
By: Frank V. Cespedes
Teaching Note for (9-593-057). View Details
- August 1994
- Teaching Note
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction TN
By: Frank V. Cespedes
Teaching Note for (9-593-080). View Details
- October 1993 (Revised February 1995)
- Case
MCI Vision (A) (Condensed)
By: Frank V. Cespedes
Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first... View Details
Keywords: Change Management; Cost vs Benefits; Decision Choices and Conditions; Goals and Objectives; Management Analysis, Tools, and Techniques; Marketing Strategy; Product; Sales; Competitive Strategy; Valuation
Cespedes, Frank V. "MCI Vision (A) (Condensed)." Harvard Business School Case 594-057, October 1993. (Revised February 1995.)
- April 1993
- Teaching Note
Becton Dickinson Division: Marketing Organization TN
By: Frank V. Cespedes
Teaching Note for (9-593-070). View Details
- February 1992 (Revised December 1992)
- Case
MCI Vision (A)
By: Frank V. Cespedes
This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details
Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy
Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.)
- January 1992
- Case
IBM: Assistant General Manager of Marketing (B)
By: Frank V. Cespedes
Cespedes, Frank V. "IBM: Assistant General Manager of Marketing (B)." Harvard Business School Case 592-067, January 1992.
- March 1991
- Teaching Note
Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note
By: Frank V. Cespedes
Keywords: Food and Beverage Industry
- February 1991
- Teaching Note
Frito-Lay, Inc. (A), Teaching Note
By: Frank V. Cespedes
Keywords: Food and Beverage Industry
- January 1991
- Teaching Note
Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note
By: Frank V. Cespedes
- September 1990
- Teaching Note
Cooper Pharmaceuticals, Inc., Teaching Note
By: Frank V. Cespedes
Teaching Note for (9-590-111). View Details