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  • 21 Nov 2016
  • Research & Ideas

It Matters That Your CEO Doesn't Know Much About Sales

negative-return activities requires good links with changing market realities. On average, companies spend 10 percent of revenues on selling activities—often much more in many B2B markets, he says. But if executives don’t understand the... View Details
Keywords: by Michael Blanding
  • 11 May 2011
  • Research & Ideas

Building a Better Board

company insiders, those most likely to understand a company's technology and customers are its competitors and—in the case of B2B enterprises—its customers. But senior executives from such companies are generally discouraged from serving... View Details
Keywords: by Carmen Nobel
  • 15 Apr 2002
  • Research & Ideas

In the Virtual Dressing Room Returns Are A Real Problem

electronic commerce than in the B2B segment, since industry standards for characterizing color and fabric are more familiar forms of communication for business partners than for individual consumers. Compounding the difficulty in... View Details
Keywords: by Jan Hammond & Kristin Kohler; Apparel & Accessories; Fashion; Consumer Products; Manufacturing; Retail
  • 30 Aug 2016
  • First Look

August 30, 2016

viable business out of their groundbreaking technology. The case raises issues in entrepreneurship and B2B marketing such as analyzing economic value to the customer, designing optimal price metrics, aligning pricing with marketing... View Details
Keywords: Carmen Nobel
  • 12 Apr 2004
  • Research & Ideas

Operations and the Competitive Edge

telecommunications technologies, particularly the Internet, which enabled entirely new ways to communicate with customers and suppliers, as well as internally. This was the era when everybody was developing new initiatives in B2C (business-to-consumer) communications... View Details
Keywords: by Martha Lagace
  • 02 Jan 2018
  • First Look

First Look at New Research and Ideas, January 3, 2018

business. In addition to the valuation and financing issues, the leadership team must decide whether shifting from the firm's current B2B business model (manufacturing and processing dairy products) to a more B2C business model (a... View Details
Keywords: Sean Silverthorne
  • 21 Nov 2017
  • First Look

First Look at New Research and Ideas, November 21, 2017

could develop new capabilities to sustain its growth miracle and entry into new technologies, expansion into B2B businesses, and internationalization. Purchase this case: https://cb.hbsp.harvard.edu/cbmp/product/717500-PDF-ENG Harvard... View Details
Keywords: Sean Silverthorne
  • 01 Feb 2011
  • First Look

First Look: Feb. 1

and where the host does not punish symbiont misbehavior. Coordinating Marketing and Sales in B2B Organizations Authors:Frank V. Cespedes Publication:In Business to Business Marketing Handbook. Edward Elgar Publishing Company, forthcoming... View Details
  • 20 Mar 2018
  • First Look

First Look at New Research and Ideas, March 20, 2018

contemplating expanding or migrating their model from B2C to B2B in order to achieve scale and profitability faster. The case is an opportunity to discuss the theoretical underpinning of creating impact in public markets, to explore how... View Details
Keywords: Sean Silverthorne
  • 15 Dec 2009
  • First Look

First Look: Dec. 15, 2009

for the launch by an unknown start-up, considering the wisdom of taking a B2C rather than B2B approach with a novel technology, and using analogous products to forecast demand and sales for a new technology. Purchase this case:... View Details
Keywords: Martha Lagace

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