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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
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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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  • December 2017
  • Case

Charity or Bribery?

By: Eugene Soltes and Brian Tilley
Filip Kowalski, a senior manager at the pharmaceutical company Healthgen, leads sales for the firm’s Polish division. While pitching Healthgen’s products, he develops a relationship with a director of a regional health fund who also runs a private foundation. After a... View Details
Keywords: Bribery; Crime and Corruption; Law; Ethics; Philanthropy and Charitable Giving; United States; Europe
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  • September 2005 (Revised May 2006)
  • Case

iMergent (A)

iMergent's core business consists of proprietary virtual storefront software aimed at small businesses and entrepreneurs. For idea-rich entrepreneurs who lack technological skills, iMergent provides an all-inclusive program that covers all needs from order processing... View Details
Keywords: Analysis; Financial Statements
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  • October 2001 (Revised March 2008)
  • Case

Anagene, Inc.

By: Robert S. Kaplan and Christina L. Darwall
An entrepreneurial, publicly traded biotech company has begun production and sales of its core product--cartridges that permit DNA samples to be analyzed on a microchip. In the early quarters, sales are difficult to forecast and the company has experienced fluctuating... View Details
Keywords: Cost Accounting; Financial Reporting; Production; Performance Capacity; Risk and Uncertainty; Genetics; Governing and Advisory Boards; Biotechnology Industry; California
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  • February 2008 (Revised May 2009)
  • Supplement

Avaya (D): Early Results of the Demand Generation Initiative

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; Cooperation; Sales
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  • 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
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    The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence

    The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft's Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed... View Details

      James L. Heskett

      James L. Heskett is UPS Foundation Professor Emeritus at the Harvard Business School and author of his latest book, With From Within: Build Organizational Culture for Competitive... View Details

      • April 2020
      • Teaching Note

      Glossier: Co-Creating a Cult Brand with a Digital Community

      By: Jill Avery
      Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details
      Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States
      Related
      • 2016
      • Working Paper

      The Reference Wars: Encyclopedia Britannica's Decline and Encarta's Emergence

      By: Shane Greenstein
      The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft's Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed sale... View Details
      Keywords: Market Entry and Exit; Service Operations; Emerging Markets; Applications and Software; Books; Information Technology Industry; Information Industry
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      • November 1984 (Revised May 1989)
      • Case

      Wright Line, Inc. (A)

      The Wright Line division of Barry Wright sells accessories used to store, protect, and provide access to computer media such as cards, tapes, and diskettes. With the explosive growth in the business computer market and the pronounced trend toward decentralized use, the... View Details
      Keywords: Salesforce Management; Product Marketing; Computer Industry
      Related
      • February 2008 (Revised April 2008)
      • Case

      Avaya (A)

      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; Demand and Consumers; Performance Improvement; Relationships; Sales; Cooperation
      Related
      • November 2002
      • Case

      Siemens ShareNet: Building a Knowledge Network

      By: Alan D. MacCormack, Sven Volpel and Kerry Herman
      Describes the development of ShareNet, an innovative knowledge management system used by a division of Siemens. ShareNet attempts to capture the knowledge and experience of Siemen's many dispersed sales and marketing units around the globe, making it available to all.... View Details
      Keywords: Cost Management; Investment Return; Revenue; Knowledge Acquisition; Knowledge Management; Sales
      Related
      • 18 Oct 2013
      • News

      Google Climbs to Record High as Mobile Ads Dominate

      • May 2017
      • Article

      The Reference Wars: Encyclopædia Britannica's Decline and Encarta's Emergence

      By: Shane Greenstein
      The experience of Encyclopædia Britannica provides the canonical example of the decline of an established firm at the outset of the digital age. Competition from Microsoft’s Encarta in 1993 led to sharp declines in the sales of books, which led to the distressed sale... View Details
      Keywords: Digital; Britannica; Diseconomies; Encyclopedias; Applications and Software; Books; Competition; Publishing Industry
      Related
      • August 2012
      • Case

      Jess Westerly at Kauflauf GmbH

      By: John J. Gabarro and Colleen Kaftan
      Jess Westerly is the assistant product owner of CRM applications for computer and office supply wholesalers and retailers at Kauflauf, a fast-growing provider of subscription enterprise software headquartered in Heidelberg, Germany. Only months into her job, outsider... View Details
      Keywords: Applications and Software; Organizational Culture; Organizational Change and Adaptation; Change Management; Leading Change; Behavior; Salesforce Management; Social and Collaborative Networks; Planning; Web Services Industry; Germany
      Related
      • February 2004 (Revised March 2004)
      • Case

      Cartwright Lumber Company

      By: Thomas R. Piper
      The Cartwright Lumber Co. faces a need for increased bank financing due to its rapid sales growth and low profitability. A rewritten version of an earlier case. View Details
      Keywords: Growth Management; Forecasting and Prediction; Financing and Loans; Corporate Finance; Construction Industry; Forest Products Industry
      Related
      • August 1996 (Revised October 1996)
      • Case

      Howard, Shea & Chan Asset Management(C): Recruiting and Selecting a Salesperson

      By: Benson P. Shapiro
      Goes to the heart of the sales strategy issues by asking discussion participants to: 1) develop a salesperson recruiting process, 2) choose among four resumes, and 3) develop a sales compensation approach. View Details
      Keywords: Compensation and Benefits; Recruitment; Salesforce Management; Strategy
      Related
      • January 2017 (Revised February 2018)
      • Case

      Godiva Japan: Think Local, Scale Global

      By: Rohit Deshpandé, Esel Cekin and Akiko Kanno
      This case tracks Jerome Chouchan’s strategies and execution for a successful turnaround of Godiva Japan’s operations, which were experiencing a decline in sales when he became the managing director of the company in 2010. Through various initiatives and innovations,... View Details
      Keywords: Branding; Internationalization; Innovation; Positioning; Customer Segmentation; Occasion-based Segmentation; Execution; Talent; Customer-focused Strategies; Product Positioning; Globalized Firms and Management; Change Management; Talent and Talent Management; Customer Focus and Relationships; Product; Segmentation; Innovation and Invention; Brands and Branding; Retail Industry; Food and Beverage Industry; Japan
      Related