by John Deighton - Publications - Faculty & Research - Harvard Business School

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August 2002 (Revised February 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 2

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

August 2002
Case

Siebel Systems: Anatomy of a Sale, Part 3

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Sales; Decision Choices and Conditions; Competitive Strategy; Customer Relationship Management; Product Marketing; Information Technology Industry

August 2002
Teaching Note

MicroFridge, TN

By: John A. Deighton

Teaching Note for (9-599-049) and (9-503-017). View Details

Keywords: Consumer Products Industry

August 2002
Case

MicroFridge: The Execution

By: John A. Deighton

Supplements the case. View Details

Keywords: Consumer Products Industry

2002
Working Paper

Market Solutions to Privacy Problems?

By: John Deighton

April 2002 (Revised July 2002)
Case

Imagicast

By: John T. Gourville and Alison Berkley Wagonfeld

Imagicast has brought to market an interactive, multimedia retail kiosk designed to increase product sales. In spite of promising projections by industry analysts and detailed demand forecasts by Imagicast management, the company has yet to sell a single kiosk. Time... View Details

Keywords: Forecasting and Prediction; Crisis Management; Product Launch; Demand and Consumers; Sales; Technology; Retail Industry; United States

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February 2002
Case

Fighting AIDS and Pricing Drugs

By: John T. Gourville

In early 2001, makers of AIDS drugs were suing to prevent developing countries from violating their patents. The issue was driven by price. The developing countries could not afford the market price for these drugs. At the same time, the drug companies were reluctant... View Details

Keywords: Developing Countries and Economies; Patents; Price; Strategy; Globalized Markets and Industries; Pharmaceutical Industry

July 2001 (Revised October 2002)
Case

Centra Software

By: John A. Deighton and Laetitia Pouliquen

Centra is a pioneer in software eLearning. It is debating how to modify its go-to-market strategy, adding telesales to improve sales force productivity. At the same time, its market is evolving, and management thinks it may be about to "cross the chasm" in Geoffrey... View Details

Keywords: Applications and Software; Learning; Emerging Markets; Growth Management; Salesforce Management; Conflict Management; Information Technology Industry; Education Industry

June 2001
Case

DoubleClick Buys Abacus (B)

By: John A. Deighton

Supplements the (A) case. View Details

Keywords: Advertising Industry

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spring 2001
Article

Banner Advertising: Measuring Effectiveness and Optimizing Placement

By: John Deighton and Lee Sherman

Keywords: Advertising; Measurement and Metrics

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April 2001
Article

Beyond Talent: John Irving and the Passionate Craft of Creativity

By: T. M. Amabile

Although laypeople and creativity theorists often make the assumption that individual creativity depends primarily on talent, there is considerable evidence that hard work and intrinsic motivation-which can be supported or undermined by the social environment-also play... View Details

Keywords: Creativity; Performance; Performance Improvement; Motivation and Incentives; Personal Characteristics; Situation or Environment

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February 2001 (Revised January 2002)
Teaching Note

Brita Products Company, The TN

By: John A. Deighton

Teaching Note for (9-500-024). View Details

Keywords: United States

February 2001
Teaching Note

CVS: The Web Strategy TN

By: John A. Deighton

Teaching Note for (9-500-008). View Details

Keywords: Pharmaceutical Industry; Web Services Industry

December 2000
Teaching Note

Hilton HHonors Worldwide: Loyalty Wars TN

By: John A. Deighton

Teaching Note for (9-501-010). View Details

Keywords: Service Industry

October 2000 (Revised August 2001)
Teaching Note

Alloy.com: Marketing to Generation Y TN

By: John A. Deighton

Teaching Note for (9-500-048). View Details

Keywords: Information Technology Industry; Consumer Products Industry

October 2000 (Revised November 2005)
Case

Hilton HHonors Worldwide: Loyalty Wars

By: John A. Deighton and Stowe Shoemaker

Hilton Hotels regards the frequent guest program as the industry's most important marketing tool, directing marketing efforts at the heavy user. What is Hilton to do then, when a competitor ups the ante? This case illustrates the economics of frequency marketing in... View Details

Keywords: Customer Relationship Management; Decision Choices and Conditions; Brands and Branding; Competitive Strategy; Accommodations Industry

April 2000 (Revised June 2001)
Case

DoubleClick Buys Abacus (A)

By: John A. Deighton

By acquiring Abacus, DoubleClick won the power to serve ads with unprecedented precision, because it brought together Web surfers' online and offline identities. Several competitors had developed advanced systems for serving ads on the web, but DoubleClick had the... View Details

Keywords: Information; Rights; Internet and the Web; Ethics; Competitive Advantage; Social Issues; Customer Focus and Relationships; Digital Marketing; Advertising Industry

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April 2000 (Revised September 2001)
Case

Peppers and Rogers Group, The

By: John A. Deighton

Can two successful authors build a scalable consulting practice based on their unique view of customer relationship management (CRM)? Should they emphasize strategy or execution? The case describes how Peppers and Rogers grew from two people earning speaker fees to a... View Details

Keywords: Customer Relationship Management; Growth and Development; Information Publishing; Going Public; Strategy; Competition; Internet; Consulting Industry

Article

The Dynamics of Reorganization in Matching Markets: A Laboratory Experiment Motivated by a Natural Experiment

By: John H. Kagel and A. E. Roth

Keywords: Markets; Restructuring

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January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

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