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Show Results For
- All HBS Web
(4,061)
- People (5)
- News (810)
- Research (2,691)
- Events (20)
- Multimedia (48)
- Faculty Publications (1,850)
- November 2006
- Exercise
Sell Yourself!
By: Thomas J. Steenburgh and Michael I. Norton
Helps students develop an effective sales pitch for their greatest asset--themselves. Also, broadens their understanding of how salespeople sell products and services. Before class, students are asked to interview a potential employer and to develop a preliminary sales... View Details
Keywords: Marketing; Sales; Product; Service Operations; Interpersonal Communication; Personal Development and Career
Steenburgh, Thomas J., and Michael I. Norton. "Sell Yourself!" Harvard Business School Exercise 507-045, November 2006.
- March 2021 (Revised August 2022)
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
In December 2019, Oliver Jay, Asana’s Chief Revenue Officer (CRO), was reconsidering his go-to-market (GTM) strategy. Asana was cloud-based work management software that enabled users to break up projects into discrete tasks that could be assigned, scheduled, and... View Details
Keywords: SaaS; Customer Journey; Business Model; Business Organization; Change Management; Growth and Development Strategy; Growth Management; Marketing Channels; Marketing Strategy; Product Marketing; Organizational Change and Adaptation; Organizational Design; Organizational Structure; Digital Platforms; Internet and the Web; Technology Industry; United States
Rayport, Jeffrey F., Susie Ma, and Amram Migdal. "Seeding and Selling Asana." Harvard Business School Case 821-054, March 2021. (Revised August 2022.)
- February 1985 (Revised August 1985)
- Supplement
Computervision-Japan (C)
Presents sales data for 1983 and 1984. View Details
Moriarty, Rowland T., Jr. "Computervision-Japan (C)." Harvard Business School Supplement 585-157, February 1985. (Revised August 1985.)
- August 1996
- Case
Howard, Shea & Chan Asset Management (B); The Partnership Meeting
Continues the plot about growth and sales strategies, and adds interesting pricing and sales compensation elements. The partners' meeting sharpens the disagreements among the five partners, and forces Anne Howard, the managing partner, to develop a clear action plan. View Details
Keywords: Growth and Development Strategy; Price; Sales; Strategy; Asset Management; Partners and Partnerships; Service Industry
Shapiro, Benson P. "Howard, Shea & Chan Asset Management (B); The Partnership Meeting." Harvard Business School Case 597-022, August 1996.
- November 2010 (Revised December 2010)
- Background Note
HR 3509
By: David F. Hawkins
HR 3509 ("2010 Health Reform Bill") imposition of a fee in pharmaceutical sales and an excise tax on medical device sales raises accounting issues. View Details
Keywords: Accounting; Governing Rules, Regulations, and Reforms; Government Legislation; Taxation; Medical Devices and Supplies Industry; Pharmaceutical Industry; United States
Hawkins, David F. "HR 3509." Harvard Business School Background Note 111-056, November 2010. (Revised December 2010.)
- 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
- May 2020
- Teaching Note
Talismark
By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
Teaching Note for HBS Case No. 211-097. Talismark negotiated waste hauling contracts for small and medium size companies. Its owners, Charles Muszynski and Marshall Staiman, were able to grow the business by more than 30% per year since it was founded, but believed... View Details
- August 2019
- Case
Apex Ski Boots
By: Kate Barasz and John T. Gourville
Apex Ski Boots has introduced a new ski boot that, due to its radical design, is meeting resistance in the marketplace from many retailers, ski experts, and consumers. The company must decide how best to drive sales in the face of this resistance. View Details
Keywords: Go-to-market Strategy; Strategic Change; Marketing Strategy; Distribution Channels; Sales; Change Management; Sports Industry; Apparel and Accessories Industry
Barasz, Kate, and John T. Gourville. "Apex Ski Boots." Harvard Business School Case 520-013, August 2019.
- March 1980 (Revised February 1984)
- Case
Kramer Pharmaceuticals, Inc.
The 12-year career of Mr. Bob Marsh is traced, from recruitment to termination. Data on Kramer's sales management, performance evaluation, compensation, and sales training systems are given. View Details
Newton, Derek A. "Kramer Pharmaceuticals, Inc." Harvard Business School Case 580-125, March 1980. (Revised February 1984.)
- Winter 2013
- Article
How to Identify the Best Customers for Your Business
By: Frank V. Cespedes, James P. Dougherty and Ben S. Skinner III
How can businesses achieve profitable growth so that their costs don’t grow faster than sales? This article focuses on scaling a venture’s sales process and provides a methodology for identifying core customers and some implications for governance criteria and... View Details
Cespedes, Frank V., James P. Dougherty, and Ben S. Skinner III. "How to Identify the Best Customers for Your Business ." MIT Sloan Management Review 54, no. 2 (Winter 2013): 53–59.
- March 2012
- Article
A 2-phase Labeling and Choice Architecture Intervention to Improve Healthy Food and Beverage Choices
By: Anne Thorndike, Lilian Sonnenberg, Jason Riis, Susan Barraclough and Douglas E. Levy
Objectives: We assessed whether a 2-phase labeling and choice architecture intervention increased sales of healthy food and beverages in a large hospital cafeteria. Methods: Phase 1 was a 3-month color-coded labeling intervention (red="unhealthy" yellow="less healthy"... View Details
Thorndike, Anne, Lilian Sonnenberg, Jason Riis, Susan Barraclough, and Douglas E. Levy. "A 2-phase Labeling and Choice Architecture Intervention to Improve Healthy Food and Beverage Choices." American Journal of Public Health 102, no. 3 (March 2012): 527–533.
- October 1989
- Background Note
Managing Major Accounts
By: Frank V. Cespedes
Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account... View Details
Keywords: Accounting Audits; Marketing; Marketing Strategy; Consumer Behavior; Market Participation; Relationships; Salesforce Management
Cespedes, Frank V. "Managing Major Accounts." Harvard Business School Background Note 590-046, October 1989.
- April 2020
- Case
Apple Inc. in 2020
By: David B. Yoffie and Daniel Fisher
After a decade as CEO, Tim Cook is facing one of his biggest strategic transitions of his tenure. While Apple had performed spectacularly well under Cook, Apple's core business was maturing. Sales of iPhones, iPads, and Macs were flat or down. However, Apple's new... View Details
Keywords: Innovation; Market Positioning; Marketing Implementation; Planning; Products; Strategic Positioning; Strategy; Information Technology; Competitive Strategy; Technological Innovation; Competitive Advantage; Product Positioning; Communication; Competition; Leadership; Strategic Planning; Computer Industry; Telecommunications Industry; Technology Industry
Yoffie, David B., and Daniel Fisher. "Apple Inc. in 2020." Harvard Business School Case 720-454, April 2020.
- March 2011 (Revised June 2011)
- Supplement
Arck Systems (E)
By: Ian Larkin
The Arck Systems series of cases describes the dilemmas faced by a senior sales manager in determining a sales compensation plan at an enterprise software company. The existing compensation plan is aggressive and highly rewards "star" performers. The cases track a... View Details
Keywords: Transformation; Framework; Compensation and Benefits; Organizational Design; Performance Evaluation; Salesforce Management; Motivation and Incentives; Software
Larkin, Ian. "Arck Systems (E)." Harvard Business School Supplement 911-060, March 2011. (Revised June 2011.)
- June 2018
- Case
Meridian Systems
By: Frank V. Cespedes and Michael J. Roberts
The Meridian Systems case focuses on a start-up in the restaurant point of sale (POS) systems market. In early 2018, Meridian is getting ready to roll out a POS system based on a new technology—a tablet-based, Wi-Fi-enabled POS system (the "tablet" system, or... View Details
Keywords: Business Startups; Sales; Strategy; Salesforce Management; Organizational Structure; Technological Innovation; Marketing Strategy
Cespedes, Frank V., and Michael J. Roberts. "Meridian Systems." Harvard Business School Brief Case 918-533, June 2018.
- February 2008 (Revised September 2008)
- Case
Apple Inc., 2008
By: David B. Yoffie and Michael Slind
In January 2007, three decades after its incorporation, Apple Computer shed the second word in its name and became Apple Inc. With that move, the company signaled a fundamental shift away from its historic status as a vendor of the Macintosh personal computer (PC)... View Details
Keywords: Business Model; Leadership; Industry Growth; Corporate Strategy; Information Infrastructure; Internet and the Web; Consumer Products Industry; Electronics Industry; Technology Industry
Yoffie, David B., and Michael Slind. "Apple Inc., 2008." Harvard Business School Case 708-480, February 2008. (Revised September 2008.)
- September 1993
- Supplement
Manufacturing at ALZA: The Right Prescription? (C)
ALZA, a drug delivery company, considers marketing its own and other companies' products. The primary issue is whether to build an internal sales force focused on a few niche markets, to finance a sales force through alliances, or to acquire a marketing company. View Details
Keywords: Mergers and Acquisitions; Product Marketing; Alliances; Research and Development; Salesforce Management; Business Strategy; Pharmaceutical Industry
Leonard, Dorothy A. "Manufacturing at ALZA: The Right Prescription? (C)." Harvard Business School Supplement 694-021, September 1993.
- April, 2023
- Article
Reducing Information Barriers to Solar Adoption: Experimental Evidence from India
By: Meera Mahadevan, Robyn C. Meeks and Takashi Yamano
Off-grid solar technologies hold promise for unelectrified and low-quality electricity settings; however, their adoption remains low. Important barriers to adoption, such as incomplete information remain relatively unexplored in developing countries. In collaboration... View Details
Keywords: Technology Adoption; Renewable Energy; Knowledge Sharing; Developing Countries and Economies; India
Mahadevan, Meera, Robyn C. Meeks, and Takashi Yamano. "Reducing Information Barriers to Solar Adoption: Experimental Evidence from India." Energy Economics 120 (April, 2023).
- 26 Feb 2019
- First Look
New Research and Ideas, February 26, 2019
forthcoming Management Science Frenemies in Platform Markets: Heterogeneous Profit Foci as Drivers of Compatibility Decisions By: Adner, Ron, Jianqing Chen, and Feng Zhu Abstract— We study compatibility decisions of two competing platform owners that generate profits... View Details
Keywords: Dina Gerdeman