Publications

November–December 2022
Article

Can AI Really Help You Sell?: It Can, Depending on When and How You Implement It

By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer

Many salespeople today are struggling; only 57% of them make their annual quotas, surveys show. One problem is that buying processes have evolved faster than selling processes, and buyers today can access a wide range of online resources that let them evaluate products... View Details

Keywords: Sales; AI and Machine Learning; Customers

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March 1987 (Revised April 1987)
Background Note

Specialties vs. Commodities: The Battle for Profit Margins

Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented)... View Details

Keywords: Goods and Commodities

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April 2008
Supplement

Ti-Tech (B)

By: Benson P. Shapiro and John T. Gourville

This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity... View Details

Keywords: Decisions; Order Taking and Fulfillment; Production; Performance Capacity; Marketing Strategy; Bids and Bidding; Manufacturing Industry; Industrial Products Industry; United States

May 1992 (Revised November 1992)
Case

Fabtek (A)

By: Rowland T. Moriarty Jr., Benson P. Shapiro and Craig E. Cline

Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different... View Details

Keywords: Customer Relationship Management; Business or Company Management; Time Management; Performance Capacity

October 2008 (Revised March 2011)
Case

Curled Metal Inc.—Engineered Products Division

By: Benson P. Shapiro and Frank V. Cespedes

Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products... View Details

Keywords: Price; Product Launch; Product Positioning; Business Strategy

September 1981 (Revised August 1987)
Case

CIBA-GEIGY Agricultural Division

By: Benson P. Shapiro and Roy H. Schoeman

In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by... View Details

Keywords: Marketing Strategy; Innovation Strategy; Communication; Agriculture and Agribusiness Industry

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Web

Business History - Faculty & Research

Related Shih, Willy. "U.S. Steel: Proposed Acquisition by Nippon Steel." Harvard Business School Case 625-090, January 2025. (Revised June 2025.) ZEISS: Commercializing Science By: Maria P. Roche , Carlota... View Details

February 2018
Case

Wiikano Orchards

By: Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to... View Details

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry

April 2008 (Revised May 2012)
Case

Ti-Tech (A)

By: Benson P. Shapiro, John T. Gourville and Craig E. Cline

This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity... View Details

Keywords: Decision Choices and Conditions; Metals and Minerals; Order Taking and Fulfillment; Supply Chain Management; Performance Capacity; Industrial Products Industry; Manufacturing Industry

Web

Site Credits | Baker Library | Bloomberg Center | Harvard Business School

TV Bibliography From the Director Site Credits Visit & Contact Us Special Collections Baker Library Search Search Search U.S. Steel Resources Site Credits Site Credits Guest Curator Melissa Banta HBS Faculty Benson View Details

01 Dec 2000
News

The Rites of Autumn

after his presentation "Globalization and the Chinese Economy." Gary T. DiCamillo and Peter C.B. Bynoe participated in the Class of 1975 panel that brought together "The Quants" and "The Poets" for discussion. James H. Davis and Benson... View Details

Keywords: Business Schools & Computer & Management Training; Educational Services

Web

Teaching & The Case Method | Baker Library

“Hints for Case Teaching,” HBS Professor Benson P. Shapiro observed that, “The case discussion process depends upon a delicate set of relationships: teacher-to-student,... View Details

November 1981
Supplement

Morris Alper & Sons, Inc.: Video 2, Executive Meeting

November 1981
Supplement

Morris Alper & Sons, Inc.: Video 1, Sales Calls

September 1996
Supplement

Howard, Shea & Chan Asset Management (D): Sales Presentation, Video

Presents a sales presentation, allowing students and executive participants to develop a set of criteria for such a presentation and apply them to a real one. View Details

Keywords: Presentations; Sales; Financial Services Industry