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Article

How to Shift from Selling Products to Selling Services

By: Doug J. Chung

Only a few years ago, most software companies sold seat licenses for their products, charging customers on the basis of head count. But today, software is typically provided using cloud-based software-as-a-service (SaaS) models that charge customers fees for... View Details

Keywords: SaaS Business Models; Sales; Management; Business Model; Salesforce Management; Applications and Software; Customer Relationship Management

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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

March 1998 (Revised July 2000)
Case

InPart

By: Joseph B. Lassiter III, Michael J. Roberts and Jon Biotti

Stacey Lawson, HBS 1996, started a CAD parts representations database company to help designers and engineers with the design process. The company has completed its product and is starting to sell it. The case examines issues involving the organization of the sales... View Details

Keywords: Decision Choices and Conditions; Price; Salesforce Management

March 2021 (Revised March 2024)
Case

M-KOPA: Empowering Lives

By: V. Kasturi Rangan, Wale Lawal and Pippa Tubman Armerding

The Pay As You Go solar power company in East Africa had sales of $71 million in 2019. It wished to grow to $300 million by 2025. M-KOPA, founded by three entrepreneurs in 2011, had grown nicely in Kenya and Uganda to reach nearly 750,000 households with an innovative... View Details

Keywords: Mobile Payment; Go-to-market Strategy; Business At The Base Of The Pyramid; Business Growth; Social Entrepreneurship; Renewable Energy; Business Model; Growth and Development Strategy; Expansion; Marketing Strategy; Developing Countries and Economies; Kenya; Uganda; Nigeria

September 2002 (Revised January 2003)
Case

Intrawest Corporation

By: Frances X. Frei, Daniel Rethazy and Corey B. Hajim

Describes the dilemma surrounding Intrawest's growth strategy for the future. The organization must decide whether to continue its present development tactic or use its expertise to diversify its resort products in terms of location and type or spin off associated... View Details

Keywords: Diversification; Growth and Development Strategy; Accommodations Industry; Tourism Industry

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April 2021
Case

Distinct Software

By: Das Narayandas, Arijit Sengupta and Jonathan Wray

Distinct Software (disguised name), a global enterprise software company, is at an important point in its growth trajectory where the luster of its mantra of “grow and win at any cost” has dimmed with increasing competition and margin pressures. To help navigate its... View Details

Keywords: Artificial Intelligence; Marketing; Sales; Performance Productivity; Technological Innovation; AI and Machine Learning

July–August 2019
Article

Where Is Your Company Most Prone to Lapses in Integrity?

By: Eugene F. Soltes

Every sizable organization has integrity gaps—areas where what’s considered appropriate behavior diverges from the norms set by its leaders. Within these pockets, things like offensive language, overly aggressive sales practices, or conflicts of interest may be... View Details

Keywords: Integrity; Organizational Culture; Ethics

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March 2015 (Revised December 2016)
Case

Philips Healthcare Latin America

By: Sunil Gupta

On a beautiful sunny afternoon in October 2013, Daniel Mazon (GMP 15), decided to take some time out of his busy schedule of the General Management Program (GMP) at the Harvard Business School to reflect on his company's situation. Mazon was the Vice President and... View Details

Keywords: Healthcare; Latin America; Organizational Structure; Salesforce Management; Health Care and Treatment; Medical Devices and Supplies Industry; Health Industry; Latin America

April 1993 (Revised October 1996)
Case

ABB Deutschland (C)

By: Hugo Uyterhoeven

Addresses the results and the lessons from the German restructuring effort by focusing in detail on the relationship with the works council and the actions taken for power plants and power transformers, and the sales organization. Closes with a "second wave" of cost... View Details

Keywords: Restructuring; Trade; Cost Management; Leadership Style; Management Skills; Time Management; Relationships; Salesforce Management

April 2020
Teaching Note

Glossier: Co-Creating a Cult Brand with a Digital Community

Teaching Note for HBS No. 519-022. Flush with cash from its Series C fundraise, cult beauty brand Glossier considers its next phase of growth, facing critical decisions on how to allocate its capital to support various marketing communications and distribution... View Details

Keywords: Digital Marketing; Crowdsourcing; CRM; Startup; Direct-to-consumer; DTC; Marketing; Marketing Strategy; Brands and Branding; Consumer Behavior; Customer Relationship Management; Venture Capital; Business Startups; Entrepreneurship; Social Media; Beauty and Cosmetics Industry; United States

April 19, 2018
Article

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing... View Details

Keywords: Marketing; Marketing Communications; Sales; Performance Improvement

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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 2013
Case

Managing with Analytics at Procter & Gamble

By: Thomas H. Davenport, Marco Iansiti and Alain Serels

Senior management at P&G has put a strong emphasis on using data to make "better, smarter, real-time business decisions." The Global Business Services (GBS) organization has developed tools, systems and processes to provide managers throughout P&G with direct access to... View Details

Keywords: Analytics; Data Management; Forecasting; Shared Services; Procter ＆ Gamble; Laundry Detergent; Information Management; Forecasting and Prediction; Information Technology; Mathematical Methods; Consumer Products Industry; North America

May 2011
Case

The Morrison Company

By: Steven C. Wheelwright and Paul Meyers

The Morrison Company develops and manufactures radio frequency identification tags (RFID) known as smart labels for the retail and pharmaceutical industries. RFID technology is a fast-growing and increasingly competitive industry. Sales have risen dramatically over the... View Details

Keywords: Quantitative Analysis; Technology; Operations Management; Product Lines; Manufacturing; Capacity Planning; Production Planning; Information Technology; Strategy; Production; Organizational Structure; Infrastructure; Product Development; Information Infrastructure; Manufacturing Industry; Retail Industry; Pharmaceutical Industry; Electronics Industry

June 2007 (Revised February 2008)
Case

Reinventing Ericsson

By: Das Narayandas, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman

Carl-Henric Svanberg, CEO of the Swedish telecom infrastructure company Ericsson, has to reorganize the recovering company in late 2003 after a major industry downturn. He is convinced that only a more market-orientated and customer-focused organization will be able to... View Details

Keywords: Restructuring; Customer Focus and Relationships; Marketing; Organizational Structure; Sales; Competitive Advantage; Telecommunications Industry; Sweden

November 1983 (Revised May 1984)
Background Note

Note on the Export of Pesticides from the United States to Developing Countries

This is an issues-oriented note designed to stimulate discussion of the ethical aspects of the sale of pesticides which are not approved for any use or only for restricted use in the United States to less developed countries. It is organized as follows: the problem,... View Details

Keywords: Pollutants; Ethics; Health; Chemicals; Developing Countries and Economies; Chemical Industry; United States

March 1997 (Revised December 1999)
Case

Alden Products, Inc.--European Manufacturing

By: Robert H. Hayes

The European organization of Alden Products, Inc. is contemplating a doubling of unit sales over the next ten years. Their largest plant, located in Holland, was set up 25 years earlier to supply all demands of the EEC countries on the continent. It has since expanded... View Details

Keywords: Production; Growth Management; Factories, Labs, and Plants; Strategic Planning; Performance Capacity; Business Strategy; Netherlands; Europe

2021
Chapter

Digital Transformation and the Salesforce: Observations, Warnings, and Recommendations

By: Frank V. Cespedes

Sales is a crucial test for organizational change, including productive use (or not) of new technologies. Changes in selling always have wider organizational implications, because so many other decisions and resource commitments in firms depend upon demand forecasts... View Details

Keywords: Sales; Salesforce Management; Organizational Change and Adaptation; Digital Transformation

September 1983 (Revised October 1984)
Case

Syntex Laboratories (A)

A consulting project involving a mathematical model of the sales force indicates that Syntex Labs should nearly double the size of their sales force and drastically alter their allocation of sales effort to the product line and physician specialties. The questions are... View Details

Keywords: Organizational Change and Adaptation; Strategic Planning; Salesforce Management; Pharmaceutical Industry

January 2014 (Revised January 2014)
Case

Henry Schein: Doing Well by Doing Good?

By: Rebecca Henderson, Raffaella Sadun, Aldo Sesia and Russell Eisenstat

Henry Schein Inc., a distributor of supplies to dentist, physician, and veterinary practices, had sales approaching $9 billion and employed nearly 16,000 people. The company had experienced impressive growth under the leadership of Stanley Bergman and his executive... View Details

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