Publications

01 Jun 2023
News

Buy Big, Sell Small

If you live in a rural village or small city in India and run low on toothpaste, rice, or cooking oil, you’ll likely visit your local kirana, the equivalent of a US neighborhood variety store and a mainstay of the country’s $932 billion retail economy. The shops are... View Details

Keywords: Deborah Blagg; retail; supply chain management; entrepreneurship; leadership; innovation; Miscellaneous Store Retailers; Retail Trade

Article

How to Shift from Selling Products to Selling Services

By: Doug J. Chung

Only a few years ago, most software companies sold seat licenses for their products, charging customers on the basis of head count. But today, software is typically provided using cloud-based software-as-a-service (SaaS) models that charge customers fees for... View Details

Keywords: SaaS Business Models; Sales; Management; Business Model; Salesforce Management; Applications and Software; Customer Relationship Management

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11 Mar 2019
Research & Ideas

Branding Sells Cereal, Handbags, and Vacations. Can It Sell a Country?

The 70th anniversary of Israel’s founding last year stirred reflection about the country’s image, values, and position in the world among everyone from former diplomats to Hollywood actors. Despite efforts to portray Israel as modern and safe, the Israeli-Palestinian... View Details

Keywords: by Danielle Kost; Tourism

2015
Working Paper

Selling to a Moving Target: Dynamic Marketing Effects in US Presidential Elections

By: Doug J. Chung and Lingling Zhang

We examine the effects of various political campaign activities on voter preferences in the domain of US Presidential elections. We construct a comprehensive data set that covers the three most recent elections, with detailed records of voter preferences at the... View Details

Keywords: Multi-channel Marketing; Personal Selling; Advertising; Political Campaigns; Dynamic Panel Data; Instrumental Variables; Marketing Communications; Political Elections; Advertising Campaigns; United States

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March 2021 (Revised August 2022)
Case

Seeding and Selling Asana

By: Jeffrey F. Rayport, Susie Ma and Amram Migdal

In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details

Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States

Awards

Case Centre Best Selling Case Author

By: David J. Collis

Recognized as one of the Top Twenty-five Best-selling Case Authors (out of over 8,000 authors) for The Case Centre in 2016, 2017 and 2018. View Details

6 Nov 2011
Keynote Speech

Concurrent Sourcing and Selling

By: Carliss Y. Baldwin

March 2012 (Revised March 2012)
Background Note

Introduction to Short Selling

By: Lauren Cohen and Christopher Malloy

27 Jul 2023
Blog Post

Buy big, sell small

If you live in a rural village or small city in India and run low on toothpaste, rice, or cooking oil, you’ll likely visit your local kirana, the equivalent of a US neighborhood variety store and a mainstay of the country’s $932 billion retail economy. The shops are... View Details

18 Apr 2005
Research & Ideas

Selling Luxury to Everyone

Mercedes-Benz launched the super-premium auto brand after opting out of the bidding for Rolls Royce and Bentley in the 1990s. The company estimated there are 200,000 individuals in the United States with a net worth of $10 million or above—and Mercedes believed it... View Details

Keywords: by Julie Jette; Consumer Products

20 Mar 2008
Working Paper Summaries

Sell Side School Ties

Keywords: by Lauren H. Cohen, Andrea Frazzini & Christopher J. Malloy; Financial Services

April 2008 (Revised January 2012)
Teaching Note

Norway Sells Wal-Mart (TN)

By: Robert C. Pozen

Teaching Note for [308019]. View Details

Keywords: Retail Industry; Norway

December 2001 (Revised March 2003)
Case

Ben Fiorentino: Selling the Family Business

The caseescribes the challenges Ben Fiorentino, the second-generation head of a family-run equipment business, must deal with as he decides whether and how to sell the business. The business is encountering classic problems that confront family-owned firms: The third... View Details

Keywords: Family Business; Negotiation; Business Exit or Shutdown; Management Teams; Agency Theory

July–August 1989
Article

Teamwork for Today's Selling

By: Frank V. Cespedes, Stephen X. Doyle and Robert J. Freedman

Keywords: Groups and Teams; Sales

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Oct 01 2016
Article

Resisting the Hard Sell

06 Nov 2008
Op-Ed

Selling Out The American Dream

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. The current economic crisis has been blamed on the greed of Wall Street,... View Details

Keywords: by John Quelch

Article

Selling to Many Countries Within the U.S.

By: Frank V. Cespedes and Michael Wong

In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic... View Details

Keywords: Management Style; Ethnicity; Sales; Business Growth and Maturation; Marketing Communications; Business Plan; Emerging Markets; Debates; Business Strategy; Growth and Development; Growth and Development Strategy; United States

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April 2004 (Revised April 2011)
Case

Enron Corporation: May 6, 2001 Sell Recommendation

By: David F. Hawkins and Jacob Cohen

A consulting firm to institutional investors recommends selling Enron Corp.'s equity short on May 6, 2001, while many sellside analysts are recommending the stock as a "buy." View Details

Keywords: Judgments; Financial Reporting; Investment; Competency and Skills; Financial Statements; Consulting Industry