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  • January 2023 (Revised January 2023)
  • Case

Belden and Digital Transformation: From Product Sales to Solutions Sales

By: Frank V. Cespedes and Amy Klopfenstein
This case concerns the industrial automation division at Belden, a hardware manufacturer. While Belden historically sold products such as cables, wires, and other networking devices, EVP of Industrial Automation Ashish Chand recognized that IT vendors were entering the... View Details
Keywords: Implementation; Sales Cycle; Digital Transformation; Sales; Product Positioning; Business Model; Market Entry and Exit; Customer Focus and Relationships; Business and Stakeholder Relations; Supply and Industry; Technology Industry; North America; United States
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  • Research Summary

Rooting Marketing Strategy in Human Universals

Localization strategies can be costly to implement while globalization strategies may fail to develop or create demand by stressing readily shared product features rather than shared needs. Thus the question: Is there, somewhere between the extremes of localization... View Details
  • Teaching Interest

MBA Elective Curriculum Business Marketing and Sales

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

  • Web

Marketing - Faculty & Research

Marketing Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students Featured Publication Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb By: Shunyuan... View Details
  • 23 Apr 2001
  • Research & Ideas

Market Research Meets the “People Factor”

Market Knowledge brings together groundbreaking work by a variety of top-notch scholars on vital issues facing the transfer and implementation of market knowledge now and in... View Details
Keywords: by Martha Lagace
  • 1980
  • Chapter

Negotiating and Implementing Mineral Agreements with Multinationals: Some Critical Tax Development Issues

By: L. T. Wells Jr. and Malcolm Gillis
Keywords: Agreements and Arrangements; Metals and Minerals; Mining; Multinational Firms and Management; Globalized Markets and Industries; Taxation; Mining Industry
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  • 10 Jun 2010
  • Working Paper Summaries

Corporate Governance and Internal Capital Markets

Keywords: by Zacharias Sautner & Belén Villalonga
  • Web

Faculty - Creating Emerging Markets

markets , globalization , strategy Interviews Adib AlZamil Dr. R.S. Sodhi Dr. Raghunath Anant Mashelkar Muhammad Musa Mohamed Jaffer Naina Lal Kidwai Kiran Mazumdar-Shaw James Mwangi Sunil Bharti Mittal Devi Shetty Mo Ibrahim Zia Mody... View Details
  • 2014
  • Other Teaching and Training Material

Marketing Reading: Sales Force Design and Management

By: Doug J. Chung and Das Narayandas
This Core Curriculum Reading introduces students to (1) the importance of sales force design in implementing organizational strategy, and (2) the role of sales force management in linking structures and processes to behaviors. The material combines theoretical... View Details
Keywords: Sales Budget; Sales Compensation; Sales Cycle; Sales Force Management; Sales Forces; Sales Management; Sales Operations; Sales Organization; Sales Planning; Sales Strategy
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  • May 1993 (Revised October 1993)
  • Case

Vanity Fair Mills: Market Response System

Describes the "Quick Response" program developed by Vanity Fair Mills (VFM), a division of the VF Corp. Beginning in 1989, VFM reorganized its manufacturing systems, invested heavily in computer and telecommunications equipment, and formed "partnership" agreements with... View Details
Keywords: Organizational Change and Adaptation; Logistics; Distribution Channels; Manufacturing Industry
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  • 09 Nov 2016
  • Op-Ed

6 Lessons from Donald Trump's Winning Marketing Manual

Donald Trump's victory may be a surprise—but not to astute marketers. Here are six important lessons from Trump's brand marketing playbook: Give consumers a job. The best marketing campaigns always call on... View Details
Keywords: by John A. Quelch
  • 08 Aug 2013
  • News

Cause Marketing Gets Personal

different departments. "NABCO was instrumental in changing the course of breast cancer screening, treatment, and care," she says. "Our physician and corporate partnerships to educate women replaced fear with facts. We helped craft and View Details
Keywords: Jill Radsken; Health, Social Assistance; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services
  • 27 Mar 2014
  • News

From Marx to Marketing

my long experience dealing with Soviet organizations, I knew that the way decisions were implemented and what actually happened depended more on the lowest echelon of the hierarchy than the top." In addition, Vlachoutsicos, in close... View Details
  • 15 Apr 2017
  • News

Bringing Markets to Myanmar

development, policy, and implementation in Myanmar, all in virtually the same spirit and language as generated by the stakeholder team. Morrell: So essentially it was adopted? Brunell: Yeah, it was adopted. Morrell: This thing that you... View Details
Keywords: National Security and International Affairs; Government
  • 07 Jul 2020
  • Research & Ideas

Market Investors Pay More for Resilient Companies

The steep market drop in the early days of the COVID-19 crisis is being used as a laboratory to study the importance of companies investing in stakeholder relations with their employees, suppliers, and customers, and how those investments could be strategic resources... View Details
Keywords: by Kristen Senz; Financial Services
  • November 2014 (Revised February 2016)
  • Case

DoubleDutch

By: Frank V. Cespedes and Matthew G. Preble
Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that... View Details
Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia
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  • 21 Jun 2010
  • Research & Ideas

Strategy and Execution for Emerging Markets

Emerging markets such as the BRIC countries—Brazil, Russia, India, and China—entice and intimidate. When managers are asked what is special about emerging markets, they typically point to rapid economic growth, potential competitors, and... View Details
Keywords: by Martha Lagace
  • 05 May 2003
  • What Do You Think?

Is This a Golden Era for Marketing Productivity?

Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense of such techniques, B. V.... View Details
Keywords: by James Heskett
  • 19 Jan 2011
  • Research & Ideas

Activist Board Members Increase Firm’s Market Value

Public company shareholders have long complained that corporate boards don't always act in the best interest of their investors. But does the addition of a shareholder-sponsored board member increase the market value of the firm? The... View Details
Keywords: by Carmen Nobel
  • 13 Nov 2019
  • Research & Ideas

Don't Turn Your Marketing Function Over to AI Just Yet

learning to gain new knowledge about current and potential market segments. “It might be that people on the bus use their cell phones more,” Amano posits, “so they just tend to buy cell phones more often.” Personalization vs. privacy... View Details
Keywords: by Kristen Senz