Publications

Winter 2013
Article

How to Identify the Best Customers for Your Business

By: Frank V. Cespedes, James P. Dougherty and Ben S. Skinner III

How can businesses achieve profitable growth so that their costs don’t grow faster than sales? This article focuses on scaling a venture’s sales process and provides a methodology for identifying core customers and some implications for governance criteria and... View Details

Keywords: Customer Relationship Management; Growth Management; Sales

Find at Harvard

14 Nov 2011
Research & Ideas

Creating a Global Business Code

The turn of the 21st century has been laden with high-profile corporate scandals, prompting widespread concern about the standards of conduct followed by big business. Intrigued by the complexity of managing corporate behavior in a global context, three Harvard View Details

Keywords: by Carmen Nobel

June 2016
Case

Macy's Reinvents Its Millennial Business

By: Boris Groysberg and Sarah L. Abbott

Molly Langenstein, Macy’s executive vice president for fashion and new business development, and members of Macy’s senior team were rethinking the company’s approach to serving millennial customers, customers born between the years of 1980 and 2000. To tackle this... View Details

Keywords: Marketing; Marketing Strategy; Age; Organizational Structure; Organizational Culture; Business Processes; Fashion Industry; Retail Industry

September 2019
Case

Celgene: Business Development and Distributed Research

By: Peter Barrett and Kareem Reda

This case looks at the deal-making process between Celgene, a large publicly traded pharmaceutical company, and Agios, an early-stage biotech company. The framework of a potential deal is explored and the potential road-blocks to Agios’ profitability are discussed. ... View Details

Keywords: Negotiation Deal; Alliances; Collaborative Innovation and Invention; Research; Pharmaceutical Industry; Biotechnology Industry

January 1983 (Revised September 1983)
Case

E.T. Phone Home, Inc.: Forecasting Business Demand

By: John F. Cady and Frank V. Cespedes

Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget. View Details

Keywords: Budgets and Budgeting; Forecasting and Prediction; Marketing Strategy; Demand and Consumers; Business Processes; Technology

January 2013 (Revised February 2013)
Case

EverTrue: Mobile Technology Development (A)

By: William R. Kerr and Alexis Brownell

Brent Grinna is evaluating different options for the technology development of his start-up's iPhone app, including hiring local programmers, finding a CTO, or outsourcing. He only has a little over two months before he presents his alumni networking app to Brown... View Details

Keywords: Start-up; Mobile App; oDesk; Outsourcing; CTO; Minimum Viable Product; App Development; Business Startups; Decisions; Entrepreneurship; Mobile and Wireless Technology; Intellectual Property; Product Development; Globalization; Technology Industry; Massachusetts; Boston; India

September 1985
Background Note

Pre-Start Analysis: A Framework for Thinking About Business Ventures

By: Howard H. Stevenson and John R. Van Slyke

Describes the thought process an entrepreneur should undergo before committing to a course of action. Covers understanding the opportunity--assessing the critical skills, resources, relationships, and approvals--developing an action plan; forming a business entity;... View Details

Keywords: Business Ventures; Entrepreneurship; Framework; Growth and Development Strategy; Management Skills; Resource Allocation

01 Feb 2012
What Do You Think?

Is Support for Small Business Misplaced?

Summing Up Do Concerns About Job Creation By Small Businesses Miss The Point? Judging from responses to this month's column, there appears to be a visceral reaction to any suggestion that small business... View Details

Keywords: by James Heskett

04 Apr 2007
Research & Ideas

The Business of Global Poverty

"But it's a slower process than people imagine. At the GPP, we don't expect change overnight. But we feel that we can help advance the business process in a direction that... View Details

Keywords: by Garry Emmons

October 2008 (Revised December 2010)
Case

Intel NBI: Intel Corporation's New Business Initiatives (A)

By: Willy C. Shih and Thomas Thurston

For Intel Corporation, the processes and priorities that have made it so successful are difficult to overcome as the company tries to diversify away from its core. The case examines the history and evolution of the New Business Initiatives (NBI) group, as the leader... View Details

Keywords: Business Divisions; Transition; Corporate Entrepreneurship; Business History; Management Practices and Processes; Resource Allocation; Organizational Structure; Problems and Challenges; Risk and Uncertainty

March–April 2013
Article

Unlocking Innovation Through Business Experimentation

By: Stefan Thomke

There is a downside to businesses that focus heavily on standardization, optimization, and driving out variability: Such organizations leave themselves vulnerable to underinvesting in experimentation and variation, which are the lifeblood of innovation. Good... View Details

Keywords: Experimentation; Innovation Management; Learning And Development; Research; Innovation and Management; Business Processes

Read Now

05 Sep 2000
Research & Ideas

Building Bridges Between Education and Business

study process to companies. Since most businesses in Latin America are unfamiliar with the concept and haven't been approached for study before, he said, they don't know what the View Details

Keywords: by Martha Lagace

04 May 2020
Research & Ideas

Predictions, Prophets, and Restarting Your Business

“Predictions are risky, especially about the future,” according to a popular expression. Still, business is inescapably about the future—that’s what managers’ decisions are about. In the current crisis, we have daily grand predictions... View Details

Keywords: by Frank V. Cespedes

15 Oct 2007
Research & Ideas

Businesses Beware: The World Is Not Flat

expansion," Ghemawat argues. While identifying similarities from one place to the next is essential, effective cross-border strategies will take careful stock of differences as well. An expert on global strategy, Ghemawat lays out an action plan for View Details

Keywords: by Martha Lagace

October 2004 (Revised November 2004)
Case

Mavens & Moguls: Creating a New Business Model

By: Myra M. Hart, Victoria Winston and Kristin Lieb

Mavens & Moguls is a "virtual" marketing-consulting firm of approximately 40 professionals. Examines the processes by which its founder, Paige Arnof-Fenn, learns the business, builds a power network of industry experts and potential customers, and uses this expertise... View Details

Keywords: Internet and the Web; Values and Beliefs; Work-Life Balance; Organizational Structure; Organizational Culture; Operations; Networks; Business Model; Growth Management; Business Growth and Maturation; Entrepreneurship; Growth and Development Strategy; Consulting Industry

10 Apr 2014
Research & Ideas

John Kotter’s Plan to Accelerate Your Business

To succeed in today's fast-moving economy, traditional corporate structures are holding back companies, even great companies, from being creative enough and speedy enough to compete effectively. What's needed, argues Harvard Business... View Details

Keywords: by Kim Girard

2012
Teaching Note

Beyondsoft Co., Ltd. (B) (TN)

By: F. Warren McFarlan, Donghong Li and Hong Zhang

The case "Beyondsoft Co., Ltd. (A)" completed in early 2010 described the strategic path of Beyondsoft over its history of more than 10 years since its foundation in 1995, containing its major business lines and the relations with the major customers at that time, the... View Details

Keywords: Computer Software; Entrepreneurship; Information Technology; Outsourcing; Strategy; China; Applications and Software; China