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(391)
- News (33)
- Research (333)
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- Faculty Publications (310)
Show Results For
- All HBS Web
(391)
- News (33)
- Research (333)
- Multimedia (2)
- Faculty Publications (310)
- 1995
- Book
Managing Marketing Linkages
- 1995
- Book
Concurrent Marketing: Integrating Product, Sales, and Service
Cespedes, Frank V. Concurrent Marketing: Integrating Product, Sales, and Service. Boston: Harvard Business School Press, 1995.
- June 1993
- Teaching Note
MEM Company, Inc.: English Leather TN
Teaching Note for (9-593-035). View Details
Keywords: Consumer Products Industry
- November 1992 (Revised November 1992)
- Teaching Note
IBM: Assistant General Manager of Marketing TN
- October 1992
- Background Note
Managing Sales Interfaces: Developments in Practice
Keywords: Salesforce Management
Cespedes, Frank V. "Managing Sales Interfaces: Developments in Practice." Harvard Business School Background Note 593-047, October 1992.
- December 1990
- Teaching Note
Actmedia, Inc., Teaching Note
- November 1989
- Background Note
Customer Service
Keywords: Customers
Cespedes, Frank V. "Customer Service." Harvard Business School Background Note 590-055, November 1989.
- October 1989 (Revised November 2006)
- Background Note
Managing Selling and the Salesperson
Written for a module in the Marketing Implementation course (a second-year elective in the MBA program). Provides a brief introduction to common issues involved in recruiting, training, compensating, and evaluating field salespeople. Also offers questions to consider... View Details
Keywords: Salesforce Management
Cespedes, Frank V. "Managing Selling and the Salesperson." Harvard Business School Background Note 590-043, October 1989. (Revised November 2006.)
- October 1988 (Revised October 1989)
- Background Note
Aspects of Marketing Organization: An Introduction
Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature... View Details
Keywords: Marketing Strategy
Cespedes, Frank V. "Aspects of Marketing Organization: An Introduction." Harvard Business School Background Note 589-062, October 1988. (Revised October 1989.)
- July 1988 (Revised October 1989)
- Teaching Note
Westinghouse Electric Corp. (A) and (B), Teaching Note
Keywords: Electronics Industry
- November 1987
- Case
International Business Machines: Changes in Marketing Organization
Keywords: Organizational Change and Adaptation; Marketing; Computer Industry; Information Technology Industry
Cespedes, Frank V. "International Business Machines: Changes in Marketing Organization." Harvard Business School Case 588-037, November 1987.
- November 1987 (Revised September 1994)
- Case
Actmedia, Inc.
Cespedes, Frank V. "Actmedia, Inc." Harvard Business School Case 588-036, November 1987. (Revised September 1994.)
- June 1987
- Teaching Note
Cox Cable (A) and (B), Teaching Note
Keywords: Media and Broadcasting Industry
- May 1987 (Revised November 1994)
- Case
Westinghouse Electric Corp. (A)
Cespedes, Frank V. "Westinghouse Electric Corp. (A)." Harvard Business School Case 587-160, May 1987. (Revised November 1994.)
- October 2017
- Case
Pricing PatientPing
By: Frank V. Cespedes, Julia Kelley and Amram Migdal
In 2017, Jay Desai, the CEO of Boston-based health care technology company PatientPing, had to consider a number of interrelated pricing challenges. Founded in late 2013, PatientPing sold a software platform that allowed health care providers to receive real-time... View Details
Keywords: Pricing; Health Tech; Health Technology; Marketing; Sales Process; Sales Strategy; Price; Sales; Marketing Strategy; Health Care and Treatment; Health Industry; Technology Industry; Boston; North America; Massachusetts; United States
Cespedes, Frank V., Julia Kelley, and Amram Migdal. "Pricing PatientPing." Harvard Business School Case 818-017, October 2017.
- Research Summary
Entrepreneurial Management: Customer Discovery 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)... View Details
- October 2023
- Article
Finding New Business and Developing Relevant Sales Capabilities
There are few alternatives to growth for most companies. It’s the rare firm whose goal involves getting smaller and, for employees, there is a strong correlation between their company’s growth rate, promotion opportunities, and job satisfaction. But a growth strategy... View Details
Cespedes, Frank V. "Finding New Business and Developing Relevant Sales Capabilities." Top Sales Magazine (October 2023), 24–25.
- August 2021
- Article
Improving Sales Hiring
Sales hiring presents inherent challenges not found to the same extent in talent management in other functional areas. Moreover, common hiring practices make a tough job needlessly harder. This article suggests practical ways to improve sales hiring: Hire for the Task,... View Details
Cespedes, Frank V. "Improving Sales Hiring." Top Sales Magazine (August 2021), 20–21.
- 2021
- Chapter
Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations
Sales is a crucial test for organizational change, including productive use (or not) of new technologies. Changes in selling always have wider organizational implications, because so many other decisions and resource commitments in firms depend upon demand forecasts... View Details
Keywords: Sales; Salesforce Management; Organizational Change and Adaptation; Digital Transformation
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.