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September 1996 (Revised April 1998)
Case

Mobil USM&R (B): New England Sales and Distribution

By: Robert S. Kaplan

The general manager of a local gasoline/distillate sales and distribution business unit must communicate a new strategy to the unit's 300 employees. An initial strategic planning exercise identified a high-priority list of opportunities that blended the parent... View Details

Keywords: Balanced Scorecard; Adoption; Strategic Planning; Customization and Personalization; Management Practices and Processes; Growth and Development Strategy; Measurement and Metrics; Motivation and Incentives; Performance Evaluation; Energy Industry; Mining Industry; United States

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

Article

Four Ways to Build a Productive Sales Culture

By: Frank V. Cespedes and Steven Maughan

This article distinguishes sales efficiency (SE) initiatives (e.g., CRM, training, and KPI dashboards) from sales optimization (SO) decisions (e.g., aligning sales tasks with business strategy, customer selection, and deployment of sales resources across... View Details

Keywords: Strategy; Sales

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

May 1988
Case

Capital Cities/ABC, Inc: Spot Sales

By: Frank V. Cespedes

Keywords: Advertising; Strategy; Marketing; Media and Broadcasting Industry

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February 2017
Teaching Note

Oversight Systems

By: Frank Cespedes

This Teaching Note accompanies the case, set in May 2016, which discusses sales strategy and channel partnerships at Oversight Systems, an early stage software firm that developed analytics for organizations to monitor their data for errors, fraud, and operational... View Details

Keywords: Sales; Sales Strategy; Entrepreneurial Sales; Entrepreneurial Sales And Marketing; Software Sales; Marketing; Marketing Management; Pricing; Salesforce Management; Distribution Channels; Marketing Strategy; Technology Industry; North America

January 2016 (Revised July 2018)
Case

Cyberdyne: A Leap to the Future

By: Doug J. Chung and Mayuka Yamazaki

Cyberdyne Inc. was a Japanese technology venture that wanted to commercialize a hybrid assistive limb (HAL). HAL was a robotic exoskeleton system for people who had difficulty walking due to nervous system disabilities resulting from stroke, spinal cord injury (SCI),... View Details

Keywords: Go-to-market Strategy; Pricing; Sales Channel; Technological Innovation; Marketing; Sales; Distribution; Strategy; Medical Devices and Supplies Industry

April 2019 (Revised January 2025)
Case

Clear Link Technologies, LLC: Driving Sales with Peer Effects

By: Christopher Stanton, Richard Saouma and Olivia Hull

The importance of a good peer or coworker is widely discussed, but understanding the glue that makes coworkers valuable is less understood. This case sheds light on the importance of peers and the practices and environments that make a group greater than the sum of its... View Details

22 Mar 2017
Research & Ideas

What's the Ideal Frequency for a Sales Quota?

decrease in sales of high-margin items. Ultimately, the Swedish firm decided that the benefits of a daily quota outweighed the costs. At the end of the study, the retailer switched its quota plan from monthly to daily across the company... View Details

Keywords: by Carmen Nobel

August 28, 2019
Article

How to Make Your Sales Forecasts More Accurate

By: Lou Shipley

Companies need consistently accurate sales forecasts — but unfortunately they are rare. That’s because many companies fail to align their sales and marketing departments, and that alignment is a prerequisite for forecast accuracy. Companies can achieve better alignment... View Details

Keywords: Sales; Forecasting and Prediction; Marketing; Alignment; Technology

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October 2013 (Revised November 2013)
Case

Blackstone and the Sale of Citigroup's Loan Portfolio

By: Victoria Ivashina and David Scharfstein

The credit boom that preceded the 2007-2009 financial crisis led to several lending practices that exposed banks to large risks. In particular, when the financial crisis unraveled, there were several billion dollars' worth of leveraged buyout (LBO) loans that were... View Details

Keywords: Restructuring; Private Equity; Insolvency and Bankruptcy; Credit Derivatives and Swaps; Financial Markets; Investment; Banking Industry; Financial Services Industry

December 1994 (Revised December 1994)
Case

Physician Sales and Service, Inc. (A): June 1992

A medical products distribution company faces strategic opportunities and challenges in a rapidly changing market. Physician Sales and Service (PSS), founded by Patrick Kelly in 1983, operates in 20 states in the United States and intends to expand to 50 states by... View Details

Keywords: Entrepreneurship; Growth and Development Strategy; Medical Devices and Supplies Industry; Distribution Industry

15 Nov 2018
Working Paper Summaries

Do Fire Sales Create Externalities?

Keywords: by Sergey Chernenko and Adi Sunderam; Financial Services; Banking

October 2004
Case

Sales Force Training at Arrow Electronics (A)

By: Jason R. Barro, Brian J. Hall and Aaron Zimmerman

In the mid-1980s, Arrow, the world's largest electronics distributor, implemented a college recruiting program to hire salespeople. The program was part of an effort to increase the professionalism and skill set of the sales force in an industry where few salespeople... View Details

Keywords: Human Resources; Compensation and Benefits; Recruitment; Retention; Selection and Staffing; Salesforce Management; Competition

April 2006
Case

Nutricia Middle East: Measuring Sales Force Effectiveness

Nutricia's Middle East and African region is transitioning from a trading to a customer focus. CEO Ernest Vandenbussche must decide how to market infant milk formula most effectively in a region where the information environment is much less rich than in other... View Details

Keywords: Management Teams; Salesforce Management; Customer Relationship Management; Emerging Markets; Nutrition; Performance Effectiveness; Business Strategy; Commercialization; Health Industry; Middle East; Africa

August 2013
Teaching Note

Nutricia Middle East: Measuring Sales Force Effectiveness

By: F. Asis Martinez-Jerez

Nutricia's Middle East and African region is transitioning from a trading to a customer focus. CEO Ernest Vandenbussche must decide how to market infant milk formula most effectively in a region where the information environment is much less rich than in other... View Details

Keywords: Globalized Firms and Management; Customer Relationship Management; Commercialization; Management Practices and Processes; Salesforce Management; Nutrition; Performance Evaluation; Information Management; Health Industry; Africa; Middle East

November 2015 (Revised October 2017)
Case

Nestle's Creating Shared Value Strategy

By: Michael E. Porter, Mark R. Kramer, Kerry Herman and Sarah McAra

This case considers Nestlé’s creating shared value (CSV) strategy, which focused on the three categories of nutrition, water, and rural development. In the packaged food and beverage industry, pressure had mounted since the 1990s to improve supply chain sustainability... View Details

Keywords: Shared Value; Health And Wellness; Nutrition; Health; Labor; Environmental Sustainability; Strategy; Operations; Food and Beverage Industry; Switzerland; Europe; Africa; Latin America; North America; Asia

August 2022 (Revised March 2025)
Case

Wasabi Technologies (A)

By: N. Louis Shipley and Mel Martin

After launching a successful hot cloud storage company, Founder and CEO David Friend is ready to scale the venture rapidly. Wasabi Technologies had focused primarily on direct sales, but an opportunity to pivot to channel sales was on the horizon. The company’s major... View Details

Keywords: Direct Sales; Channel Sales; Information Management; Sales; Product Development; Growth and Development Strategy; Business Divisions; Information Technology Industry; United States

November–December 2013
Article

The Dynamic Effects of Bundling as a Product Strategy

By: Timothy Derdenger and Vineet Kumar

Several key questions in bundling have not been empirically examined: Is mixed bundling more effective than pure bundling or pure components? Does correlation in consumer valuations make bundling more or less effective? Does bundling serve as a complement or substitute... View Details

Keywords: Product Strategy; Bundling; Complementary Goods; Marketing; Strategy; Video Game Industry

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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

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