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  • 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
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  • 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
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  • 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
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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
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  • 05 Dec 2023
  • News

What Founders Get Wrong about Sales and Marketing

  • Web

Entrepreneurial Sales 101: Founder Selling - Course Catalog

in frustration and futility. The purpose of this course is to demystify sales and help you understand how to sell products and services within... 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
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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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  • 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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  • 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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  • 12 Apr 2023
  • News

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

  • 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
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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
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  • 2014
  • Other Teaching and Training Material

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

By: Doug J. Chung and Das Narayandas
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  • 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
  • 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
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  • 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
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  • 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
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  • 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
  • Web

Entrepreneurial Sales 102: Building, Managing, and Scaling the First Sales Team as a Founder, Investor, or Advisor - Course Catalog

HBS Course Catalog Entrepreneurial Sales 102: Building, Managing, and Scaling the First Sales Team as a Founder, Investor, or Advisor Course... View Details