Entrepreneurial Sales And Marketing - Publications - Faculty & Research - Harvard Business School

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February 2017
Teaching Note

Oversight Systems

By: Frank Cespedes

This Teaching Note accompanies the case, set in May 2016, which discusses sales strategy and channel partnerships at Oversight Systems, an early stage software firm that developed analytics for organizations to monitor their data for errors, fraud, and operational... View Details

Keywords: Sales; Sales Strategy; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Software Sales; Marketing; Marketing Management; Pricing; Salesforce Management; Distribution Channels; Marketing Strategy; Technology Industry; North America

April 2011
Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott

Teaching Note to 4277. View Details

Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales

2002
Case

Creating the Customer-Centric Team: Coordinating Sales and Marketing

By: Benson P. Shapiro

Keywords: Marketing; Groups and Teams; Sales; Customer Focus and Relationships

05 Dec 2023
News

What Founders Get Wrong about Sales and Marketing

September 2014
Supplement

Pfizer and AstraZeneca: Marketing an Acquisition (B)

By: John A. Quelch and James Weber

This (B) case provides a brief description of the outcome of the (A) case. View Details

Keywords: Health Care Policy; Pharmaceutical Sales; Mergers And Acquisitions; Marketing; Pharmaceutical Industry; United Kingdom; United States

Web

Entrepreneurial Sales 101: Founder Selling - Course Catalog

entire model is an exercise in frustration and futility. The purpose of this course is to demystify sales and help you understand how to sell products View Details

February 2019 (Revised July 2019)
Case

Sales Force Management at Nobel Ilac

By: Doug J. Chung and Gamze Yucaoglu

Nobel Ilac was a Turkish generic pharmaceutical company marketing more than 100 drugs in 20 countries and, as of 2017, had over 2,500 employees worldwide. Nobel had implemented a transformation strategy—more specifically, a customer segmentation plan—whereby the sales... View Details

Keywords: Sales Strategy; Compensation; Employee Retention; Recruiting; Pharmaceuticals; Salesforce Management; Strategy; Organizational Design; Human Resources; Compensation and Benefits; Employees; Retention; Recruitment; Pharmaceutical Industry; Turkey

January 1995
Background Note

The Mid-Sized Company President's Role in Marketing and Sales

By: Benson P. Shapiro

Keywords: Managerial Roles; Marketing; Sales

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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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Article

Channel Integration, Sales Dispersion, and Inventory Management

By: Santiago Gallino, Antonio Moreno and Ioannis Stamatopoulos

We study the effects of the introduction of cross-channel functionalities on the overall sales dispersion of retailers and the implications of these effects for inventory management. To do that, we analyze data from a leading U.S. retailer who introduced a... View Details

Keywords: Retail Operations; Online Retail; Channel Integration; Sales Dispersion; Long Tail; Empirical Operations; Inventory Management; Omnichannel Retail; Marketing Channels; Integration; Sales; Logistics; Operations; Management; Retail Industry

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March 7, 2024
Article

Integrating Digital Tools into Every Stage of Your Sales Strategy

By: Frank V. Cespedes and Georg Krentzel

In their growth and customer-acquisition activities, most companies now face twin challenges: understanding and responding to omni-channel buying behavior and doing that without inadvertently decreasing sales productivity. Thirty years ago, Peter Drucker noted that... View Details

Keywords: Sales Management; Digital Tools; Sales; Marketing Channels; Technology Adoption; Brands and Branding

March 8, 2008
Comment

Marketing Your Way Through a Recession

By: John A. Quelch

The signs of an imminent recession are all around us. The spillover from the subprime mortgage crisis is weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. View Details

Keywords: Marketing; Recession; Products And Sales; Core Values; Fluctuation; Volatility; Economic Growth; Economic Slowdown and Stagnation; Growth and Development; Marketing Strategy; Product Marketing; Risk and Uncertainty; Salesforce Management; Asia; Europe; Latin America; North and Central America

12 Apr 2023
News

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

2022
Working Paper

When the Journey—And Not Just the Destination—Matters: How Internationalization Shapes Entrepreneurial Experimentation

By: Nataliya Langburd Wright and Laura Huang

Internationalization—gaining exposure to cross-border markets—is often the result of an entrepreneur’s experimentation and strategy around their core business. Scholars have shown how entrepreneurs develop products or services, and after achieving some traction, turn... View Details

Keywords: Entrepreneurship And Strategy; Entrepreneurial Ventures; Entrepreneurial Journey; International Entrepreneurship; Entrepreneurship; Business Startups; Global Range; Strategy

2014
Other Teaching and Training Material

Marketing Reading: Sales Force Design and Management (Teaching Note)

By: Doug J. Chung and Das Narayandas

September 2016
Supplement

ZenRecruit: Sales Coaching and Performance Reviews

By: Mark N. Roberge

Amara Kaggwa leads the small but rapidly expanding sales team at ZenRecruit, a recruiting software application used by small businesses. Armed with six months of sales performance metrics, Kaggwa is preparing for her monthly performance conversations with two... View Details

Keywords: Business or Company Management; Salesforce Management; Applications and Software; Employees; Performance Evaluation; Information Technology Industry; Retail Industry

06 Dec 2021
News

Action Plan: Whole Sale

behaviors,” he says. “More so than previous generations, they are influencing their parents’ and their grandparents’ decisions on what to buy and the brands and retailers they... View Details

Keywords: April White; ecommerce; bricks and mortar; marketing; beauty

July 2023
Teaching Note

Belden and Digital Transformation: From Product Sales to Solutions Sales

By: Frank V. Cespedes

Teaching Note for HBS Case No. 823-002. Belden manufactures devices such as switches, cables, adapters, and connectors. Faced with market changes, the firm initiated a new Enhanced Solutions Delivery (ESD) initiative. In November 2022 executives are evaluating the... View Details

Keywords: Change Management; Digital Transformation; Organizational Change and Adaptation; Sales; Marketing Channels; Manufacturing Industry

September 2014
Teaching Note

Entrepreneurial Finance Lab: Scaling an Innovative Start-up Financing Venture

By: Joan Farre-Mensa

The Entrepreneurial Finance Lab (EFL) is a financial technology start-up that has developed a new tool that uses psychometric tests to aid banks in developing markets with credit scoring of business loan applicants. EFL's ultimate goal is to solve the financing gap... View Details

Keywords: Entrepreneurial Finance; Entrepreneurship; Financial Services Industry

Program

Aligning Strategy and Sales

Summary A company's sales organization is a core vehicle for implementing business strategy—yet there's often a big gap between the company's strategic objectives and the way its View Details

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