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- October 2024
- Article
How to Use Sales Assessments
Judging a person’s fit for a sales job is complex, and research shows that managers greatly overrate their ability to predict someone’s performance on the basis of interviews. Hence, using assessments is a growing trend in sales hiring and training. This article... View Details
Cespedes, Frank V. "How to Use Sales Assessments." Top Sales Magazine (October 2024), 10–11.
- September 2024
- Exercise
Assessing the Value of Unifying and De-Duplicating Customer Data
By: Elie Ofek and Hema Yoganarasimhan
This exercise provides an opportunity for students to gain hands on experience with assessing the value of unifying various customer databases that a firm may have (e.g., across the different brands it markets) and of properly identifying customers to avoid duplication... View Details
Keywords: Customer Relationship Management; Measurement and Metrics; Analytics and Data Science; Value
Ofek, Elie, and Hema Yoganarasimhan. "Assessing the Value of Unifying and De-Duplicating Customer Data." Harvard Business School Exercise 525-023, September 2024.
- July 2024
- Article
AI, ROI, and Sales Productivity
Artificial intelligence (AI) is now a loose term for many different things and at the peak of its hype curve. So managers hitch-their-pitch to the term in arguing for resources. But like any technology, its business value depends upon actionable use cases embraced by... View Details
Cespedes, Frank V. "AI, ROI, and Sales Productivity." Top Sales Magazine (July 2024), 12–13.
- May 2023
- Article
Where Sales Technology (Really) Helps
Interest in Sales Enablement (SE), the catch-all term for attempts to increase sales productivity with AI and other technologies, is driven by multiple factors. One is the declining costs of the tools. Also, selling is now data-hungry work and not just in tech sectors.... View Details
- September 2022
- Case
ROI vs. ROI: The Grupo Baobá Family Office
By: Lauren Cohen, Hao Gao, Jiawei Ye and Grace Headinger
Fernando Scodro, a third-generation member of his family, mulled over the next step in integrating an ESG strategy into his family office’s investment portfolio. While his family office, Grupo Baobá, had made excellent progress in incorporating his family’s values into... View Details
Keywords: Impact Investing; ESG; Green Building; Family; Partnership; Latin America; Brazil; Buildings and Facilities; Green Buildings; Family Business; Family and Family Relationships; Financial Management; Partners and Partnerships; Financial Services Industry; Brazil; Latin America
Cohen, Lauren, Hao Gao, Jiawei Ye, and Grace Headinger. "ROI vs. ROI: The Grupo Baobá Family Office." Harvard Business School Case 223-018, September 2022.
- August 15, 2022
- Article
Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending
A previous article discussed changing business development requirements and some implications. This article discusses three areas that are fundamental to getting ROI from training initiatives and how engagement between Sales and L&D professionals, completed by smart... View Details
Cespedes, Frank V. "Preparing Sales for a Changing Economy: Part 2: Getting More from Your Training Spending." TrainingIndustry.com (August 15, 2022).
- August 9, 2022
- Article
Preparing Sales for a Changing Economy: Part 1
Companies spend more per capita on sales training than any other function, but the return on investment is disappointing. One recent estimate indicates “that 85-90% of sales training fails to translate into a lasting improvement in productivity.” A major reason is... View Details
Cespedes, Frank V. "Preparing Sales for a Changing Economy: Part 1." TrainingIndustry.com (August 9, 2022).
- August 2022
- Case
One Tiger Per Mountain: The He Family Office
By: Lauren Cohen, Fei Wu and Grace Headinger
Roy He, founder and majority shareholder of his family construction material production company, was preparing to pass down the family business through its first generational handover to his children. His decision would establish his familial legacy and set a precedent... View Details
Keywords: Governance Structure; Family Business; Family Ownership; Strategic Planning; Family and Family Relationships; Leadership; Construction Industry; Canton (city, China); Canton (province, China); China
Cohen, Lauren, Fei Wu, and Grace Headinger. "One Tiger Per Mountain: The He Family Office." Harvard Business School Case 223-001, August 2022.
- Article
Do the Right Firms Survive Bankruptcy?
By: Samuel Antill
In U.S. Chapter 11 bankruptcy cases, firms are either reorganized, acquired, or liquidated. I show that decisions to liquidate often reduce creditor recovery, costing creditors billions of dollars every year. I exploit the within-district random assignment of... View Details
Keywords: Bankruptcy; Bankruptcy Reorganization; Recovery Rate; Structural Estimation; Roy Model; 363 Sales; Insolvency and Bankruptcy; Governing Rules, Regulations, and Reforms
Antill, Samuel. "Do the Right Firms Survive Bankruptcy?" Journal of Financial Economics 144, no. 2 (May 2022): 523–546.
- October 2021
- Article
Nancy Koehn on Leadership Lessons from Rep. John Lewis and the Civil Rights Movement
By: Nancy F. Koehn and Devjani Roy
"Nancy Koehn on Leadership Lessons from Rep. John Lewis and the Civil Rights Movement." GrowthPolicy (October 2021).
- June 23, 2021
- Article
Research: When A/B Testing Doesn't Tell You the Whole Story
By: Eva Ascarza
When it comes to churn prevention, marketers traditionally start by identifying which customers are most likely to churn, and then running A/B tests to determine whether a proposed retention intervention will be effective at retaining those high-risk customers. While... View Details
Keywords: Customer Retention; Churn; Targeting; Market Research; Marketing; Investment Return; Customers; Retention; Research
Ascarza, Eva. "Research: When A/B Testing Doesn't Tell You the Whole Story." Harvard Business Review Digital Articles (June 23, 2021).
- Winter 2021
- Editorial
Introduction
This issue of Negotiation Journal is dedicated to the theme of artificial intelligence, technology, and negotiation. It arose from a Program on Negotiation (PON) working conference on that important topic held virtually on May 17–18. The conference was not the... View Details
Wheeler, Michael A. "Introduction." Special Issue on Artificial Intelligence, Technology, and Negotiation. Negotiation Journal 37, no. 1 (Winter 2021): 5–12.
- September 2020
- Case
Judge Roy K. Altman: Presiding over the ‘Heart and Lungs’ of Democracy
By: Francesca Gino and Jeff Huizinga
Gino, Francesca, and Jeff Huizinga. "Judge Roy K. Altman: Presiding over the ‘Heart and Lungs’ of Democracy." Harvard Business School Case 921-002, September 2020.
- June 2020
- Case
In-housing Digital Marketing at Sprint Corp.
By: David E. Bell, Rajiv Lal and Olivia Hull
In the fall of 2019, Sprint’s Chief Digital Officer Rob Roy reflected on the telecom’s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions... View Details
Keywords: Advertising; Digital Marketing; Transformation; Talent and Talent Management; Marketing Strategy; Social Marketing; Telecommunications Industry; Electronics Industry; Web Services Industry; United States
Bell, David E., Rajiv Lal, and Olivia Hull. "In-housing Digital Marketing at Sprint Corp." Harvard Business School Case 520-026, June 2020.
- May 2020
- Teaching Note
Shiseido: Reinvesting in Brand
By: Jill Avery
Teaching Note for HBS Case No. 519-026. Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing that had led to a vicious cycle of declining customer support and brand value. Would... View Details
- April 2019 (Revised October 2020)
- Case
Kraft Heinz: The $8 Billion Brand Write-Down
By: Jill Avery
On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company’s stock price fell 27%, wiping out $16 billion in market value. CEO Bernardo Hees had announced that the company had taken a $15.4 billion asset write-down,... View Details
Keywords: Brand Management; Brand Value; Brand Equity; Marketing ROI; Brand Storytelling; Intangible Assets; Brand Valuation; Marketing; Marketing Strategy; Brands and Branding; Management; Corporate Strategy; Consumer Behavior; Food; Marketing Communications; Advertising; Private Equity; Consumer Products Industry; Food and Beverage Industry; United States; North America
Avery, Jill. "Kraft Heinz: The $8 Billion Brand Write-Down." Harvard Business School Case 519-076, April 2019. (Revised October 2020.)
- December 2018 (Revised October 2020)
- Case
Shiseido: Reinvesting in Brand
By: Jill Avery and Nobuo Sato
Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which had led to a cycle of declining customer support and brand value. Would the CEO’s VISION 2020 plan, centered on four... View Details
Keywords: Brand Management; Brand Value; Turnaround; Brand Portfolio; Brand Communication; Global Brands; Digital Marketing; Return On Investment; Marketing ROI; Internet Marketing; Marketing; Marketing Strategy; Brands and Branding; Value; Growth and Development Strategy; Investment Return; Consumer Behavior; Beauty and Cosmetics Industry; Consumer Products Industry; Japan; Asia
Avery, Jill, and Nobuo Sato. "Shiseido: Reinvesting in Brand." Harvard Business School Case 519-026, December 2018. (Revised October 2020.)
- February 2018 (Revised October 2019)
- Technical Note
The Art and Science of Brand Valuation
By: Jill Avery
Brand valuation, the art and science of calculating the economic value accruing to a firm from its use of an intangible brand asset, yields frustratingly inconsistent, discrepant, and, therefore, controversial results. While it is widely accepted that brands are... View Details
Keywords: Brand Valuation; Brand Value; Brand; Brand Management; Marketing ROI; Brand Equity; Analytics; Return On Investment; Brands and Branding; Valuation; Marketing; Marketing Strategy; Investment Return; Consumer Behavior; Advertising Industry; Consumer Products Industry; Apparel and Accessories Industry; Auto Industry; Beauty and Cosmetics Industry; Electronics Industry; Fashion Industry; Food and Beverage Industry
Avery, Jill. "The Art and Science of Brand Valuation." Harvard Business School Technical Note 518-086, February 2018. (Revised October 2019.)
- September 2017
- Teaching Note
Marketing Transformation at Mastercard
By: Sunil Gupta and Srinivas K. Reddy
Teaching Note for HBS No. 517-040. View Details
- Article
Your Sales Training Is Probably Lackluster. Here's How to Fix It
By: Frank V. Cespedes and Yuchun Lee
U.S. companies spend over $70 billion annually on training and an average of $1,459 per salesperson—almost 20% more than they spend on workers in all other functions. Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales... View Details
Cespedes, Frank V., and Yuchun Lee. "Your Sales Training Is Probably Lackluster. Here's How to Fix It." Harvard Business Review (website) (June 12, 2017).