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August 2018 (Revised July 2020)
Case

Revenue Recognition at HBP

By: Paul Healy and Siko Sikochi

In early 2014, Paul Bills, CFO of Harvard Business Publishing (HBP), sat down with David Wan, the company’s CEO, to discuss budget preparations for the coming year. Bills noted that the performance of Corporate Learning, one of HBP’s three business units, would be... View Details

Keywords: Accrual Accounting; Budgets and Budgeting; Revenue Recognition; Financial Reporting; Publishing Industry; Education Industry; United States

April 2018
Teaching Note

InsideSales.com (A) and (B)

By: Frank Cespedes

Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service... View Details

Keywords: Corporate Entrepreneurship; Organizational Change and Adaptation; Organizational Design; Customer Relationship Management; Growth Management; Marketing Strategy; Salesforce Management; Talent and Talent Management; Technology Industry

January 2018
Case

Ak Gıda: IPO or Strategic Sale

By: Suraj Srinivasan and Eren Kuzucu

In 2015, Yıldiz Holding, one of the world’s largest producer of confections, biscuits and crackers, was at the end of its divestiture process from Ak Gida, one of the leading dairy companies in Turkey. The company had adopted a dual track process, pursuing an initial... View Details

Keywords: Valuation; Private Sector; For-Profit Firms; Business Model; Business Strategy; Competitive Advantage; Growth and Development Strategy; Value Creation; Decision Making; Growth Management; Mergers and Acquisitions; Initial Public Offering; Business Conglomerates; Business Exit or Shutdown; Family Business; Joint Ventures; Food and Beverage Industry; Turkey

January 2018 (Revised January 2019)
Case

ZappRx

By: Jeffrey J. Bussgang and Olivia Hull

In October 2015, ZappRx founder Zoe Barry is deciding between two business models for her health technology start-up. Her product, a software application that aims to expedite the prescription fulfillment process for patients with rare diseases, has attracted interest... View Details

Keywords: Speciality Drugs; Hub Services; Pivot; Speciality Prescriptions; Health Care and Treatment; Customization and Personalization; Internet and the Web; Business Model; Decision Choices and Conditions; Pharmaceutical Industry; Massachusetts

December 2017
Supplement

Bega Cheese: Bidding to Bring Vegemite Back Home

By: Benjamin C. Esty and Lauren G. Pickle

In January 2017, the leadership team of Bega Cheese—the Australian dairy company—was considering a bid for Mondelēz International’s Australia and New Zealand (ANZ) grocery business which included several leading consumer brands (Vegemite—the iconic Australian spread,... View Details

Article

How a Fast-Growing Startup Built Its Sales Team for Long-Term Success

By: Frank V. Cespedes and David Mattson

It’s common for leaders of sales teams to focus almost exclusively on short-term tactics and current operations while failing to think and act in a way that supports the longer-term needs of their businesses—and it’s hard to fault them. The biggest problem with a... View Details

Keywords: Business Startups; Salesforce Management; Management Practices and Processes

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November 2017 (Revised April 2019)
Case

Summa Equity: Building Purpose-Driven Organizations

By: George Serafeim and David Freiberg

In 2015, Reynir Indahl left top Nordic private equity firm Altor Equity Partners to found Summa Equity (Summa). After long contemplation following the financial crisis, Indahl was convinced the financial system was producing negative externalities and that the current... View Details

October 2017
Case

Pricing PatientPing

By: Frank V. Cespedes, Julia Kelley and Amram Migdal

In 2017, Jay Desai, the CEO of Boston-based health care technology company PatientPing, had to consider a number of interrelated pricing challenges. Founded in late 2013, PatientPing sold a software platform that allowed health care providers to receive real-time... View Details

Keywords: Pricing; Health Tech; Health Technology; Marketing; Sales Process; Sales Strategy; Price; Sales; Marketing Strategy; Health Care and Treatment; Health Industry; Technology Industry; Boston; North America; Massachusetts; United States

September 19, 2017
Article

After Equifax Breach, Companies Advised to Review Open-Source Software Code

By: Ben DiPietro and Lou Shipley

It doesn’t make much sense: At a time when high-powered automated trading systems can execute stock sales in real time, some companies that rely on open-source software to help to run their businesses track their open-source use on spread sheets on paper.
Lou... View Details

Keywords: Software; Open-source; Security Vulnerabilities; Data Privacy; Hack; Applications and Software; Safety; Cybersecurity

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August 2017 (Revised November 2017)
Case

VTS

By: Mark Roberge and Michael Roberts

The case raises issues around sales force deployment and management issues in the SaaS industry. Specifically, VTS sells a software product to the real estate industry and has designed a Go-to-Market strategy for what the founders perceive to be the unique... View Details

Keywords: Salesforce Management; Compensation and Benefits; Managerial Roles; New York (city, NY)

August 2017 (Revised July 2018)
Case

MannKind Corporation: Take a Deep Breath, This Time Afrezza Will Work

By: Elie Ofek and Amanda Dai

In June 2014, MannKind Corporation announced that after years of development and billions of dollars in expenses, the FDA had finally approved its drug, Afrezza. MannKind would thus be the only company with an inhalable insulin on the market. As an alternative to... View Details

Keywords: Health Care and Treatment; Product Launch; Product Positioning; Marketing Strategy; Adoption; Pharmaceutical Industry

July 2017
Case

Magpie: Developing and Using Buyer Personas

By: Frank V. Cespedes

The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing... View Details

Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States

June 2017 (Revised September 2021)
Case

Sales Misconduct at Wells Fargo Community Bank

By: Suraj Srinivasan, Dennis W. Campbell, Susanna Gallani and Amram Migdal

Set in early 2017, this case examines widespread sales misconduct at Wells Fargo Community Bank. Wells Fargo's governance and controls are described in the lead up to the September 2016 announcement that Wells Fargo had settled with regulators for $185 million in... View Details

Keywords: Corporate Governance; Governance Controls; Governing Rules, Regulations, and Reforms; Governing and Advisory Boards; Executive Compensation; Lawsuits and Litigation; Crisis Management; Mission and Purpose; Organizational Design; Business and Community Relations; Business and Government Relations; Crime and Corruption; Business Organization; Business Model; Ethics; Corporate Accountability; Governance Compliance; Policy; Compensation and Benefits; Resignation and Termination; Laws and Statutes; Legal Liability; Business or Company Management; Risk Management; Business Processes; Organizational Culture; Organizational Structure; Failure; Agency Theory; Business and Shareholder Relations; Business and Stakeholder Relations; Risk and Uncertainty; Salesforce Management; Public Opinion; Banking Industry; North and Central America

June 2017 (Revised May 2018)
Supplement

Hilti Fleet Management Video Supplements

By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer

This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new... View Details

May 2017
Teaching Note

Promontory, Inc. (Brief Case)

By: Frank V. Cespedes and Amy Handlin

Teaching Note for HBS No. 917-535. The Promontory teaching note covers a) how and why buying processes in Promontory’s market generate the array of selling approaches illustrated in the case; b) the impact of incremental sales increases on the firm’s cost structure and... View Details

Keywords: Sales; Salesforce Management; Marketing Strategy

May 2017
Teaching Note

Hilti Fleet Management (A) and (B)

By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer

These notes are meant to accompany Hilti Fleet Management (A): Turning a Successful Business Model on Its Head (717-427) and Hilti Fleet Management (B): Towards a New Business Model (717-465).
This case explores the introduction of fleet management in the... View Details

May 2017 (Revised September 2018)
Case

Hilti Fleet Management (A): Turning a Successful Business Model on Its Head

By: Ramon Casadesus-Masanell, Oliver Gassmann and Roman Sauer

This case explores the introduction of fleet management in the construction industry by the premium power tools manufacturer Hilti in 2000. Following its customers’ needs, Hilti moved from selling power tools to leasing them as a service. The introduction of the new... View Details

March 2017
Teaching Note

Sales Compensation Vignettes

By: Frank V. Cespedes

This Teaching Note supports the case study comprising two vignettes about startup companies considering whether and how to change their sales compensation plans. The case allows students to compare and contrast the objectives, structure, and process of sales incentives... View Details

Keywords: Compensation; Sales; Strategy; Compensation and Benefits

March 2017 (Revised July 2019)
Case

Interline Brands: Don't Stop Believing

By: Nori Gerardo Lietz and Ricardo Andrade

Interline Brands, a leading distributor of residential housing maintenance and repair parts and equipment in the U.S., had just held its November 2014 board meeting. The meeting had been productive but not without some soul searching for both the company’s management... View Details

Keywords: Private Equity Exit; Consumer Goods; IPO; Private Equity; Initial Public Offering; Decision Choices and Conditions

February 2017 (Revised August 2018)
Case

Sarah Powers at Automated Precision Products

By: Jeffrey T. Polzer, Michael Norris, Julia Kelley and Kristina Tobio

In 2017, Sarah Powers, VP of Sales at an automation hardware firm, is trying to understand why some members of her sales team have been underperforming. She is tasked with analyzing her firm’s email and calendar data to try to find relationships between communications... View Details

Keywords: People Analytics; Sales Attainment; Communication Networks; Data; Human Resources; Business Processes; Sales; Communication; Analytics and Data Science; Analysis; Industrial Products Industry; Manufacturing Industry; United States

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