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March 2017
Teaching Note

Showpad

By: Frank Cespedes

Showpad is a startup that provides a sales enablement platform and tools. The venture has grown 100% annually since its founding four years ago, and the founders are evaluating growth options and decisions in three areas: adding product features, possible pricing... View Details

Keywords: Business Startups; Growth and Development Strategy; Sales

October 1995 (Revised October 1996)
Case

Disney Consumer Products in Lebanon

By: John A. Quelch

The managing director of Disney Consumer Products for Europe and the Middle East is reviewing recent market research in Lebanon regarding the sales potential of Disney licensed products and assessing the pros and cons of several distribution options. View Details

Keywords: Distribution; Multinational Firms and Management; Market Entry and Exit; Brands and Branding; Consumer Products Industry; Lebanon

March 2017 (Revised March 2019)
Case

Ant Financial (A)

By: Feng Zhu, Ying Zhang, Krishna G. Palepu, Anthony K. Woo and Nancy Hua Dai

Headquartered in Hangzhou (China), Ant Financial has grown into a fintech “Unicorn.” The fintech empire that the company established spanned verticals such as mobile and online payment (Alipay), money market fund (Yu’e Bao), wealth management (Ant Fortune),... View Details

Keywords: Growth and Development Strategy; Global Strategy; Finance; Opportunities; Financial Services Industry; Technology Industry

October 1960 (Revised December 1982)
Case

Texas Instruments, Inc. (B)

Discusses the reorganization of Texas Instruments Metals & Controls Division, the formulation of the profit plan, and the courses of action available to the manager in the face of his department's failure to meet forecasted sales and profits. View Details

Keywords: Restructuring

(Revised May 2024)
Teaching Note

Lyric Dinner Theater (A) and (B)

By: Richard G. Hamermesh, Jim Sharpe and Noah Fisher

This teaching note is associated with HBS cases 813-043 and 813-044. View Details

Keywords: Turnarounds; Turnaround; Operations Management; Family Business; Family-owned Business; Hiring; Careers; Sales; Operations; Entrepreneurship; Negotiation; Entertainment and Recreation Industry; Saint Louis

July 1996 (Revised June 1998)
Case

Gillette Indonesia

By: John A. Quelch

The country manager of Gillette Indonesia is reviewing his 1996 marketing plan and considering whether the pace of market development and mix of product sales can be impacted by the level and type of Gillette expenditures in the market. View Details

Keywords: Marketing Strategy; Multinational Firms and Management; Emerging Markets; Forecasting and Prediction; Product Marketing; Manufacturing Industry; Consumer Products Industry; Indonesia

Research Summary

Fast Retailing

I am conducting research on Fast Retailing, which is a holding company in Japan best know for its UNIQLO and THEORY brands. The company is going global in a big way and wants to be the No. 1 apparel company in the world, surpassing H&M, Zara, and GAP... View Details

spring 1991
Article

Breaking the Cycle of Failure in Services

By: Leonard A. Schlesinger and James Heskett

Most managers recognize that good service is a direct result of having effective, productive people in customer contact positions. However, most service companies perpetuate a cycle of failure by tolerating high turnover and expecting employee dissatisfaction. This... View Details

Keywords: Goals and Objectives; Service Delivery; Success; Failure; Management Skills; Service Industry

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November 1997
Case

Polygram Classics

There has been no growth in classical recorded music sales from 1991 to 1996. Polygram Classics, the market leader, has appointed a new management team to revive growth. All areas of marketing are analyzed as the basis for a new strategy. View Details

Keywords: Marketing Strategy; Music Entertainment; Global Strategy; Music Industry

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2021
Chapter

Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations

By: Frank V. Cespedes

Sales is a crucial test for organizational change, including productive use (or not) of new technologies. Changes in selling always have wider organizational implications, because so many other decisions and resource commitments in firms depend upon demand forecasts... View Details

Keywords: Sales; Salesforce Management; Organizational Change and Adaptation; Digital Transformation

September 1983 (Revised October 1984)
Case

Syntex Laboratories (A)

A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of their sales force and drastically alter their allocation of sales effort to the product line and physician specialties. The questions are... View Details

Keywords: Organizational Change and Adaptation; Strategic Planning; Salesforce Management; Pharmaceutical Industry

Thomas R. Eisenmann

Thomas R. Eisenmann is the Howard H. Stevenson Professor of Business Administration at the Harvard Business School; Peter O. Crisp Faculty Chair, Harvard Innovation Labs; and Unit Head of the HBS Entrepreneurial... View Details

Willy C. Shih

Willy Shih is the Robert and Jane Cizik Professor of Management Practice in Business Administration. He is part of the Technology and Operations Management Unit, and he teaches in the MBA and Executive Education Programs. His expertise is in manufacturing, product... View Details

Keywords: aerospace; automotive; biotechnology; communications; computer; digital imaging; electrical equipment; electronics; entertainment; high technology; industrial goods; information technology industry; manufacturing; retailing; semiconductor

08 Feb 2021
News

How To Successfully Pull Off a Dramatic Career Switch

November 1992 (Revised June 1994)
Case

Packaged Products Company: Handy-Pak Introduction

By: Frank V. Cespedes and Laura Goode

The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support... View Details

Keywords: Price; Marketing; Marketing Channels; Product Launch; Distribution; Planning; Research and Development; Sales; Salesforce Management; Alignment; Consumer Products Industry; Service Industry

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November 2, 2015
Article

The Best Ways to Hire Salespeople

By: Frank V. Cespedes and Daniel Weinfurter

Companies typically spend more on hiring in sales than they do anywhere else in the firm. Average annual turnover in sales is 25% to 30%, while direct replacement costs for a telesales employee ranges from $75,000 to $90,000 and other sales positions cost as much as... View Details

Keywords: Selection and Staffing; Salesforce Management; Retention

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November 2004 (Revised September 2019)
Background Note

The U.S. Health Club Industry in 2004

By: John R. Wells, Gabriel Ellsworth and Benjamin Weinstock

In 2004, the $16.8 billion U.S. health club industry continued its strong record of growth. There were almost 27,000 health clubs in the United States, up from 6,700 two decades earlier, and these clubs claimed 41 million members, over 14% of the U.S. population.... View Details

Keywords: Health Clubs; Fitness; Gyms; Chain; Weight Loss; Obesity; Exercise; Personal Training; Bally Total Fitness; 24 Hour Fitness; YMCA; Gold's Gym; Curves; Franchise; Franchising; Subscription; Promotional Sales; Promotions; Fixed Costs; Body; Accrual Accounting; Revenue Recognition; Buildings and Facilities; Business Growth and Maturation; Business Model; For-Profit Firms; Trends; Customers; Demographics; Age; Income; Private Equity; Financing and Loans; Profit; Revenue; Geographic Scope; Multinational Firms and Management; Health; Nutrition; Business History; Employees; Retention; Human Capital; Working Conditions; Contracts; Business or Company Management; Goals and Objectives; Growth and Development Strategy; Markets; Demand and Consumers; Supply and Industry; Industry Growth; Industry Structures; Operations; Service Operations; Franchise Ownership; Private Ownership; Public Ownership; Problems and Challenges; Sales; Salesforce Management; Situation or Environment; Opportunities; Nonprofit Organizations; Welfare; Sports; Strategy; Business Strategy; Competition; Competitive Strategy; Consolidation; Corporate Strategy; Customization and Personalization; Expansion; Segmentation; Hardware; Health Industry; United States

January 2005 (Revised August 2014)
Exercise

Hamilton Real Estate: Confidential Role Information for the CEO of Estate One (BUYER)

By: Deepak Malhotra

Presents a two-party negotiation between the executive VP of Pearl Investments and the CEO of Estate One for the sale of real estate in the town of Hamilton. View Details

Keywords: Ethics; Price; Information; Contracts; Managerial Roles; Agreements and Arrangements; Sales; Strategy; Value; Real Estate Industry

October 2009 (Revised July 2013)
Case

Gilead Sciences, Inc.: Access Program

By: V. Kasturi Rangan and Katharine Lee

Gilead Sciences, the U.S. leader in HIV/AIDS medicines, with global sales of $5.4 billion in 2009, had undertaken several innovative actions to make its anti-viral products available to over 100 low- and middle-income countries. Having reached nearly 680,000 patients... View Details

Keywords: Health Care and Treatment; Emerging Markets; Product; Sales; Competitive Strategy; Biotechnology Industry; Pharmaceutical Industry

February 2008
Supplement

Avaya (C): Implementing Demand Generation in Brazil

Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the... View Details

Keywords: Marketing; Relationships; Sales

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