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

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March 2014
Teaching Note

Andrew Sullivan and Faraway Ltd.

By: Frank V. Cespedes

Andrew Sullivan is an entrepreneur with an innovative product and impending sales calls on two important retail buyers. The (A) case provides information about Sullivan, his business, and the economics of his business model. The (B) and (C) cases provide information... View Details

Keywords: Sales; Marketing; Entrepreneurship; Retail Industry; Consumer Products Industry; England

15 Feb 2023
Blog Post

Creating Emerging Markets Sustainability Series - Closing the ‘Intention-Action’ Gap

Creating Emerging Markets Sustainability Series – Closing the ‘Intention-Action’ Gap Cover image features Mavath R. Chandran (left) and Ghassan E. Nuqul (right). The average American consumer today considers... View Details

November 2012 (Revised July 2014)
Supplement

Andrew Sullivan and Faraway Ltd (B): Sam Cartwright of Mothercare

By: Frank V. Cespedes and Alex Godden

The "Andrew Sullivan and Faraway Ltd" case series focuses on entrepreneurial selling, and is based on an older case study, "Deaver Brown and Cross River Inc." (9-394-042). It concerns two entrepreneurs, Andrew Sullivan and Hope Abasi, who have designed an innovative... View Details

Keywords: Entrepreneurship; Sales; Marketing; Management; Consumer Products Industry; United Kingdom

April 2016
Teaching Note

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

This case is taught as part of the first year required marketing course in the Harvard Business School's MBA program. This course is built around the "Four Ps," with modules focusing on product, promotion, place, and pricing. The Cree case is used in the product policy... View Details

Keywords: Lighting Industry; Marketing; Pricing; Promotion; Technological Innovation; Energy Conservation; Product Marketing; Consumer Products Industry; Energy Industry

November 2012
Case

The Universalization of L'Oréal

By: Rajiv Lal and Carin-Isabel Knoop

In 2010, half of the world's cosmetics sales came from the so-called emerging markets for the first time; L'Oréal opened three new subsidiaries, in Egypt, Pakistan, and Kazakhstan; and the Paris, France-based cosmetics and personal care powerhouse declared its... View Details

Keywords: Retailing; Marketing; Cosmetics Industry; L'Oreal; India; R＆D; Globalization; Product Development; Research and Development; Emerging Markets; Retail Industry; Latin America; Asia; Middle East

30 Jun 2009
Research Event

Business Summit: The Role of Business Leaders in Sustaining Market Capitalism

for entrepreneurial businesses to market products/services to low-income people, providing a new source of profits and benefitting society. Greater emphasis is needed on... View Details

Keywords: Re: Multiple Faculty

October 2019 (Revised October 2019)
Background Note

Entrepreneurship and Innovation Trends in China K-12

By: John J-H Kim, Haibo Zhao and Shu Lin

This note provides a brief survey of the major entrepreneurial and innovation trends in China’s K-12 education landscape, using trends in public policy as background, but focusing on opportunities available for the private market. The note first provides a brief... View Details

Keywords: Innovation; Innovation ＆ Entrepreneurship; Education; Entrepreneurship; Innovation and Invention; Education Industry; China

August 2013 (Revised December 2014)
Case

Taking Dell Private

By: David J. Collis, David B. Yoffie and Matthew Shaffer

In July 2012, Michael Dell, CEO and founder of Dell, Inc., met with a representative of Silver Lake Partners to explore taking his company private. The company, which he had founded in his dorm room as a college freshman and which had made him the youngest Fortune 500... View Details

Keywords: Strategy; Going Private; The PC Market; Market For Corporate Control; Corporate Strategy; Leveraged Buyouts; Change Management; Private Equity; Market Entry and Exit; Private Ownership; Information Infrastructure; Applications and Software; Internet and the Web; Computer Industry; Technology Industry; United States

November 2012 (Revised July 2012)
Supplement

Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis

By: Frank V. Cespedes and Alex Godden

The "Andrew Sullivan and Faraway Ltd" case series focuses on entrepreneurial selling, and is based on an older case study, "Deaver Brown and Cross River Inc." (9-394-042). It concerns two entrepreneurs, Andrew Sullivan and Hope Abasi, who have designed an innovative... View Details

Keywords: Entrepreneurship; Management; Sales; Marketing; Consumer Products Industry; United Kingdom

November 2013 (Revised December 2013)
Case

Endeavor: Miami Heats Up

By: William A. Sahlman, Ramana Nanda, David Lane and Lisa Mazzanti

Endeavor Global was a nonprofit that for 15 years had worked to nurture entrepreneurship in emerging markets by selecting local high-impact entrepreneurs for mentoring and aid in scaling up their businesses from committed local business leaders. In summer 2012,... View Details

Keywords: Social Enterprise; Entrepreneurs; Scaling; Emerging Market Entrepreneurship; Not For Profit; Entrepreneurial Finance; Mentoring; Business Networks; Hybrid Nonprofit Funding; Mission and Purpose; Nonprofit Organizations; Social Entrepreneurship; Emerging Markets; Problems and Challenges; Finance; Miami

December 2022
Supplement

Freelancer, Ltd. Case Supplement

By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes

Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,... View Details

Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines

March 2025
Teaching Plan

Wasabi Technologies (A) and (B)

By: N. Louis Shipley and Stacy Straaberg

Teaching Plan for HBS Case Nos. 823-021 and 825-035. Set in 2019, the “Wasabi Technologies (A)” case centers on Wasabi Technologies (Wasabi), a successful hot cloud storage company based in Boston, Massachusetts. Founder and CEO David Friend is ready to scale the... View Details

Keywords: Sales; Product Development; Growth and Development Strategy; Business Divisions; Business Strategy; Marketing Strategy; Distribution Channels; Information Technology Industry; United States; Massachusetts; Boston

February 2015 (Revised February 2017)
Case

Winnan Metal: Fulfilling the Dream

By: William R. Kerr, Jim Sharpe and James Weber

Neil Kashyap and Neil Lombardo (HBS '08) acquired Winnan Metal, Inc., a metal fabrication shop, after raising a search fund and an 11 month search to fulfill their dreams of becoming business owners. Two weeks after they took control of the company, Winnan's largest... View Details

Keywords: Entrepreneurs; Entrepreneurial Management; Turnarounds; Bank Loan; Crisis Management; Financial Analysis; Search Funds; Acquisitions; Financial Capital Needed; Management; Operations Management; Sales; Entrepreneurship; Decision Making; Change Management; Manufacturing Industry; United States; Indiana

2007
Book

Entrepreneurship and Global Capitalism

By: G. Jones and Rohit Daniel Wadhwani

These volumes demonstrates the importance of historical perspectives in the study of entrepreneurship. By exploring the role of entrepreneurship in the history of global capitalism, the authors show that historical knowledge can challenge widely accepted... View Details

Keywords: History; Diasporas; Economic Systems; Globalized Economies and Regions; Globalized Firms and Management; Cultural Entrepreneurship; Entrepreneurship; Cross-Cultural and Cross-Border Issues

Find at Harvard

April 2018
Teaching Note

InsideSales.com (A) and (B)

By: Frank Cespedes

Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service... View Details

Keywords: Corporate Entrepreneurship; Organizational Change and Adaptation; Organizational Design; Customer Relationship Management; Growth Management; Marketing Strategy; Salesforce Management; Talent and Talent Management; Technology Industry

July 2012 (Revised August 2015)
Case

SOHO China: Design, Development, and Social Harmony

By: Arthur I Segel and Mukti Khaire

Founded in 1995 by Zhang Xin and her husband Mr. Pan Shiyi, SOHO China has developed into a world-class real estate development firm that has consistently delivered high-quality projects known for their cutting-edge designs and investment potential. Despite the... View Details

Keywords: Real Estate; Organizational Culture; Leasing; Design; Asset Management; Salesforce Management; Sales; Real Estate Industry; China

May 2008
Case

Thomas Green: Power, Office Politics and a Career in Crisis

By: W. Earl Sasser Jr. and Heather Beckham

The case describes the dilemma of a marketing manager, Thomas Green, who, after being rapidly promoted, is harshly criticized by his boss, Frank Davis. Green and Davis disagree on work styles and market projections. Green believes the sales goals set by Davis are based... View Details

Keywords: Superior ＆ Subordinate; Performance Management; Personal Strategy ＆ Style; Management Style; Conflict Management; Communication; Rank and Position; Personal Characteristics; Power and Influence

November 2019 (Revised December 2020)
Case

Grupo Éxito: Facing Colombia's Competitive Grocery Retail Industry

By: José B. Alvarez, Carla Larangeira, Jenyfeer Martinez Buitrago and Miguel Diaz Moreno

Grupo Éxito, a leading South American retailer, faced declining market shares in Colombia in 2019 with the arrival of low-cost competitors and emerging digital trends. Originally founded in Medellín, Éxito had over the course of its seventy-year history evolved from a... View Details

Keywords: Grocery; Market Share; Information Technology; Trends; Competitive Strategy; Retail Industry; Colombia; Latin America

September 2014 (Revised April 2016)
Case

Cree Inc.: Introducing the LED Light Bulb

By: John Gourville and Michael Norris

Cree, a North Carolina-based maker of light emitting diodes (LEDs), has just introduced its first consumer product—an LED light bulb. It is designed as an energy efficient replacement for the ubiquitous incandescent light bulb. But given that it is an unfamiliar... View Details

Keywords: Marketing; Innovation; Product Adoption; Technological Innovation; Technology Adoption; Energy Conservation; Product Launch; Consumer Products Industry; North Carolina

August 2016 (Revised June 2017)
Case

InsideSales.com (A)

By: Frank V. Cespedes

This case focuses on growth requirements for a company moving from its base in SMB customers (Small and Mid-Sized businesses) to Enterprise customers (companies with more than 500 employees). It examines the differences in buying processes, product requirements,... View Details

Keywords: Business Organization; Customer Relationship Management; Marketing Strategy; Organizational Change And Adaptation; Organizational Design; Talent; Talent Management; Organizations; Growth Management; Sales; Salesforce Management; Corporate Entrepreneurship; Technology Industry; United States

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