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Motivating Diverse Salespeople Through a Common Incentive Plan

For practical reasons, many companies offer a common incentive plan to an entire sales force rather than offering customised plans for each individual. Doug J. Chung, Thomas Steenburgh, and K. Sudhir address how companies can design a single plan that motivates... View Details

November 2016 (Revised October 2018)
Case

IguanaFix

By: Frank V. Cespedes, Thomas R. Eisenmann, Maria Fernanda Miguel and Laura Urdapilleta

IguanaFix is a rapidly scaling Latin American startup that provides an online platform connecting consumers with home improvement contractors. The founders have acquired customers through both B2C and B2B methods. But in seeking to grow and scale the business, they now... View Details

Keywords: Entrepreneurial Marketing; Home Improvement Services; Marketing Management; Scaling; Entrepreneurship; Marketing; Sales; Online Advertising; Latin America

September 2021 (Revised December 2023)
Case

On the Bubble: Startup Bootstrapping

By: Jeffrey J. Bussgang, Tom Quinn and Annelena Lobb

Bubble was a software company in the low-code/no-code market, making tools that allowed users without traditional programming backgrounds or technical skills to build software. The case covers cofounder Joshua Haas’s engineering background, as he experienced a high... View Details

February 2011 (Revised December 2014)
Case

RentJuice

By: Thomas Eisenmann and Liz Kind

RentJuice, founded in mid-2008, provided a subscription software service—sold via phone and live online webinars—that allowed real estate professionals like brokers and agents to manage and market rental listings, communicate with clients, and complete transaction... View Details

Keywords: Renting or Rental; Product Launch; Applications and Software; Property; Business Startups; Salesforce Management; Product Marketing; Real Estate Industry; Information Technology Industry

September 2009 (Revised October 2010)
Case

Elkay Plumbing Products Division

By: Robert S. Kaplan

The vice president of sales learns that the most profitable 1% of the division's customers generate 100% of profits, and that two of the division's largest customers lose 50% of profits. The division has just finished a project to install a time-driven activity-based... View Details

Keywords: Activity Based Costing and Management; Profit; Management Systems; Consumer Products Industry; Industrial Products Industry

November 2024
Case

Polish Agro: Where Do We Grow From Here?

By: Willy C. Shih, Lena Duchene and Daniela Beyersdorfer

By July 2024, Polish Agro had grown into one of Poland’s fastest-growing agribusinesses, with €230 million in revenue, 82 employees, and operations across Northern Poland. The company supported farmers with essential agricultural inputs like fertilizers and seeds,... View Details

November 2000 (Revised April 2004)
Case

Airbus A3XX: Developing the World's Largest Commercial Jet (A)

By: Benjamin C. Esty and Michael Kane

In July 2000, Airbus Industries' supervisory board is on the verge of approving a $13 billion investment for the development of a new super jumbo jet known as the A3XX that would seat from 550 to 1,000 passengers. Having secured approximately 20 orders for the new jet,... View Details

Keywords: Risk and Uncertainty; Investment; Forecasting and Prediction; Capital Budgeting; Valuation; Government and Politics; Demand and Consumers; Product Development; Product Positioning; Air Transportation Industry; Manufacturing Industry

April 2011 (Revised May 2011)
Case

EMC2: Delivering Customer Centricity

By: Thomas Steenburgh and Jill Avery

This case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the... View Details

Keywords: Business Model; Interpersonal Communication; Customer Relationship Management; Knowledge Acquisition; Marketing Strategy; Organizational Change and Adaptation; Salesforce Management; Social and Collaborative Networks; Internet; Information Technology Industry

December 2006 (Revised September 2007)
Case

Ponsse: From Finland to Global

By: David E. Bell and Mary L. Shelman

Finland-based Ponsse Oyj, with 2005 turnover of $250 million, is the only dedicated forest equipment company of size that remained in a consolidating industry. Competitors included global giants such as John Deere and Komatsu. Since his arrival at Ponsse in 2004, CEO... View Details

Keywords: Globalized Firms and Management; Globalized Markets and Industries; Growth and Development Strategy; Performance Capacity; Expansion; Forest Products Industry; Forestry Industry; Russia; Finland; United States; Brazil

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April 1994 (Revised November 1998)
Case

Kendall Square Research Corporation (A)

By: William J. Bruns Jr.

Kendall Square Research was a small competitor in the supercomputer industry. As sales grew rapidly in 1992 and early 1993, the company sold stock to the public for the first time and analysts forecast higher earnings for 1993. However, when the company's revenue... View Details

Keywords: Revenue Recognition; Standards; Accounting Audits; Computer Industry

January 1992 (Revised March 1993)
Case

Maison Bouygues

By: John A. Quelch

The vice president of marketing is reviewing the 1991 marketing plan and budget for Maison Bouygues, the leading builder of new single family homes in France. Due to recession, the company's sales are forecast to be flat and adjustments may need to be made in the... View Details

Keywords: Housing; Marketing Strategy; Forecasting and Prediction; Brands and Branding; Construction Industry; France

September 2004 (Revised October 2004)
Case

Pat Anderson

By: Leslie A. Perlow and Daisy Wademan

Patten Bank's pending sale jeopardizes Pat Anderson's prospect of receiving an expected year-end bonus. What to do now? This problem follows several earlier conflicts that Anderson has confronted during the past four-and-one-half years spent working as an analyst and... View Details

Keywords: Change Management; Organizational Culture; Organizational Change and Adaptation; Conflict Management; Power and Influence; Executive Compensation; Banking Industry; Financial Services Industry; United States

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November 2000 (Revised October 2005)
Case

TiVo

TiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product... View Details

Keywords: Marketing Communications; Product Launch; Television Entertainment; Innovation and Invention; Electronics Industry

Web

Alumni

African countries to prioritize immediate actions rather than time-intensive research studies. Myers and SGN have tackled some of the unique threats to giraffes, such as illegal bushmeat sales and development, which creates many hazards... View Details

April–June 2015
Article

It Doesn't Matter If Competitors Know Your Strategy

By: Frank V. Cespedes

It is difficult for people to implement what they don't understand. Yet, research indicates that, on average, more than 50% of employees in organizations say they do not understand their organization's strategy. Further, the percentage of people reporting ignorance of... View Details

Keywords: Strategy; Sales

April 2011 (Revised January 2019)
Case

Talismark

By: Richard S. Ruback and Royce Yudkoff

Talismark, which helped its customers manage their waste, was considering re-engineering its business fundamentals to dramatically increase profitability by changing its sales and information processes. Implementing the changes would be expensive and would interrupt... View Details

Keywords: Restructuring; Business Processes; Information Management; Sales; Organizational Change and Adaptation; Wastes and Waste Processing

August 1988 (Revised July 1990)
Case

Optical Distortion, Inc. (C): The 1988 Reintroduction

In 1988, Optical Distortion, Inc. was ready to reintroduce its only product, contact lenses for chickens. Tests had shown that the lenses significantly reduced bird aggression and feed costs, leading to potentially huge cost savings for egg producers. In the years... View Details

Keywords: Animal-Based Agribusiness; Ethics; Sales; Innovation and Invention; Product Marketing; Agriculture and Agribusiness Industry

May 06 2021
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24 Jul 2019
Blog Post

Data-Driven and in Demand

After graduating at the University of Pennsylvania in 2012, Chloe Ho (MBA 2019) began her post-undergrad career in New York working for Morgan Stanley. While there, she served in a strategy and analytics role, working on projects for View Details

December 2007 (Revised April 2008)
Case

Butler, Shine, Stern & Partners

Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This... View Details

Keywords: Strategy; Advertising; Sales; Advertising Industry

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