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  • November 2014 (Revised February 2016)
  • Case

DoubleDutch

By: Frank V. Cespedes and Matthew G. Preble
Lawrence Coburn and Pankaj Prasad, co-founders of the event solution startup DoubleDutch, have to make a significant decision about their young company's sales function. DoubleDutch's key product was a mobile application (app) and event management platform that... View Details
Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Sales Force Management; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia
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Cespedes, Frank V., and Matthew G. Preble. "DoubleDutch." Harvard Business School Case 815-044, November 2014. (Revised February 2016.)
  • 01 Mar 2010
  • News

Lords of Strategy

individuals who helped establish the corporate strategy movement that underpins today’s multibillion-dollar consulting industry. The four men are Bruce Henderson (MBA ’41), founder of The Boston Consulting Group; Bill Bain, creator of... View Details
Keywords: Garry Emmons; Publishing Industries (except Internet); Information; Management of Companies and Enterprises; Management; Management, Scientific, and Technical Consulting Services; Professional Services
  • Research Summary

Performance Pricing and Business Strategy

This research focuses on companies that have sustained high willingness-to-pay over diverse market conditions, including economic slumps. It examines how firms identify, articulate, and communicate value to selected customer groups and the organizational implications,... View Details
  • April 2017
  • Teaching Note

DoubleDutch

By: Frank Cespedes
This Teaching Note accompanies HBS No. 815-044 “DoubleDutch” in which the co-founders of the event management start-up, DoubleDutch, have to make a significant decision about their young company's sales function. The teaching note covers: Opportunity analysis,... View Details
Keywords: Sales Management; Selling; Marketing Management; Strategy Implementation; Business Marketing; Salesforce Management; Marketing; Sales; Marketing Strategy; Strategy; Entrepreneurship; Business Startups; Technology Industry; United States; Europe; Asia
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Cespedes, Frank. "DoubleDutch." Harvard Business School Teaching Note 817-132, April 2017.
  • 13 Mar 2017
  • Research & Ideas

Hiding Products From Customers May Ultimately Boost Sales

Retailers routinely swap out the products they display to customers. It’s called assortment rotation, and it’s a popular business strategy for many brick-and-mortar and online stores alike. Retailing trends such as “fast fashion” (think... View Details
Keywords: by Carmen Nobel; Retail; Fashion
  • April 2018
  • Teaching Note

Formlabs: Selling a New 3D Printer

By: Frank Cespedes
Teaching Note for HBS No. 817-001. Formlabs is a venture that manufactures and sells 3D printers used in a variety of industries and applications. As the young company prepares to ship its latest model, the head of Customer Development is tasked with developing a... View Details
Keywords: 3D Printing And Manufacturing; Sales Channel Development; Sales Strategy; Entrepreneurial Management; Product Engineering; Prototype; Prototyping; Entrepreneurship; Product Launch; Information Infrastructure; Business Startups; Customers; Technological Innovation; Growth and Development Strategy; Technology Adoption; Marketing Channels; Marketing Strategy; Product Positioning; Demand and Consumers; Sales; Salesforce Management; Technology Industry; Computer Industry; Manufacturing Industry; United States; Massachusetts; Europe; Asia
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Cespedes, Frank. "Formlabs: Selling a New 3D Printer." Harvard Business School Teaching Note 818-127, April 2018.
  • 24 Jan 2022
  • News

How B2B Businesses Can Get Omnichannel Sales Right

  • March 2023
  • Case

Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)

By: Linda A. Hill and Emily Tedards
In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new... View Details
Keywords: Innovation Leadership; Innovation Strategy; Organizational Design; Technology Industry; Advertising Industry; Information Technology Industry; United States
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Hill, Linda A., and Emily Tedards. "Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)." Harvard Business School Case 423-076, March 2023.
  • November 2008 (Revised May 2009)
  • Supplement

BMW's Project Switch (B): Importers vs. National Sales Companies

By: Das Narayandas, Kerry Herman and Laura Winig
BMW is faced with potential channel conflicts across several EU country markets. The case concludes the (A) case's exploration of BMW's approach to redesigning the channel in Greece. The case provides details on both headquarter and country head perspective on BMW's... View Details
Keywords: Business Units; Business Headquarters; Marketing Strategy; Distribution Channels; Conflict and Resolution; Auto Industry; European Union
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Narayandas, Das, Kerry Herman, and Laura Winig. "BMW's Project Switch (B): Importers vs. National Sales Companies." Harvard Business School Supplement 509-024, November 2008. (Revised May 2009.)
  • Article

Positioning Brands Against Large Competitors to Increase Sales

By: Neeru Paharia, Jill Avery and Anat Keinan
We explore the effect of having a large dominant competitor and show the conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. We demonstrate through lab and field studies that highlighting a large competitor's size... View Details
Keywords: Brands; Brand Management; Brand Positioning; Competitive Positioning; Brands and Branding; Marketing; Marketing Strategy; Consumer Products Industry; Retail Industry; Food and Beverage Industry; Air Transportation Industry; United States
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Paharia, Neeru, Jill Avery, and Anat Keinan. "Positioning Brands Against Large Competitors to Increase Sales." Journal of Marketing Research (JMR) 51, no. 6 (December 2014): 647–656. (Lead article.)
  • June 1981 (Revised May 1988)
  • Case

L.L. Bean, Inc.: Corporate Strategy

By: Hirotaka Takeuchi
L.L. Bean, Inc., a Maine-based manufacturer and mail-order retailer of sporting goods and apparel, has grown from $3 million in sales (1967) to over $120 million (1980). Current projections predict an annual compounded growth of 25% through 1985. Management must decide... View Details
Keywords: Globalization; Growth and Development; Growth Management; Production; Quality; Sales; Situation or Environment; Corporate Strategy; Internet and the Web; Apparel and Accessories Industry; Retail Industry
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Takeuchi, Hirotaka. "L.L. Bean, Inc.: Corporate Strategy." Harvard Business School Case 581-159, June 1981. (Revised May 1988.)
  • Article

Determining Segmentation in Sales Response Across Consumer Purchase Behaviors

By: Randolph E. Bucklin, Sunil Gupta and S. Siddarth
Keywords: Segmentation; Sales; Customers; Behavior
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Bucklin, Randolph E., Sunil Gupta, and S. Siddarth. "Determining Segmentation in Sales Response Across Consumer Purchase Behaviors." Journal of Marketing Research (JMR) 35, no. 2 (May 1998): 189–197.
  • 2009
  • Working Paper

Crafting Integrated Multichannel Retailing Strategies

Multichannel retailing is the set of activities involved in selling merchandise or services to consumers through more than one channel. Multichannel retailers dominate today's retail landscape. While there are many benefits of operating multiple channels, these... View Details
Keywords: Marketing Channels; Marketing Strategy; Distribution Channels; Sales; Integration; Retail Industry
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Zhang, Jie, Paul Farris, John Irvin, Tarun Kushwaha, Thomas J. Steenburgh, and Barton Weitz. "Crafting Integrated Multichannel Retailing Strategies." Harvard Business School Working Paper, No. 09-125, April 2009. (Revised January 2010.)
  • September 2012 (Revised January 2013)
  • Case

J.C. Penney's 'Fair and Square' Pricing Strategy

By: Elie Ofek and Jill Avery
As a he gets ready to release 2nd quarter 2012 results, Ron Johnson, the new CEO of department store J.C. Penney, is reconsidering the dramatic changes he initiated for the business model and brand image of his company. A new pricing scheme he put in place in February,... View Details
Keywords: Change Management; Consumer Behavior; Management Teams; Business Model; Marketing Strategy; Price; Brands and Branding; Decision Making; Retail Industry; United States
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Ofek, Elie, and Jill Avery. "J.C. Penney's 'Fair and Square' Pricing Strategy." Harvard Business School Case 513-036, September 2012. (Revised January 2013.)
  • August 2015 (Revised September 2015)
  • Case

Shareholder Activists and Corporate Strategy

By: David Collis and Ashley Hartman
By 2015, there had been an upsurge in activist shareholders arguing for radical changes in companies' corporate strategies. Personalities like Carl Icahn, Bill Ackman, and Daniel Loeb were feared and loathed in some quarters, celebrated in others. With nearly $120... View Details
Keywords: Scope; Activist Investors; Spin-offs; Synergy; Diversification; Consolidation; Hedge Fund; Corporate Strategy
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Collis, David, and Ashley Hartman. "Shareholder Activists and Corporate Strategy." Harvard Business School Case 716-403, August 2015. (Revised September 2015.)
  • 05 Jul 2010
  • News

Marketing strategies for growth in China

  • 2014
  • Book

Aligning Strategy and Sales: The Choices, Systems, and Behaviors That Drive Effective Selling

By: Frank V. Cespedes
There are many books that provide strategy advice and selling methodologies. But there is a gap in the management literature when it comes to linking sales efforts with strategy. Part 1 of this book provides data indicating how and why sales remain (by far) the biggest... View Details
Keywords: Strategy; Sales
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Cespedes, Frank V. Aligning Strategy and Sales: The Choices, Systems, and Behaviors That Drive Effective Selling. Boston, MA: Harvard Business Review Press, 2014.
  • Teaching Interest

MBA Elective Curriculum: Investment Strategies

By: Malcolm P. Baker

This is a CORE course for students pursuing careers in finance. Thus, students interested in pursuing careers in mutual funds, hedge funds, pension funds, endowments, wealth management, financial consulting, marketing and client service, sales and trading,... View Details

  • 2005
  • Other Unpublished Work

Coordinating Sales and Marketing: Why, Why Not, and Now What?

By: Frank V. Cespedes
Keywords: Sales; Marketing; Strategy
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Cespedes, Frank V. "Coordinating Sales and Marketing: Why, Why Not, and Now What?" 2005. (Presented and published by the Marketing Science Institute.)

    A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?

    Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal... View Details
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