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- 10 Feb 2003
- Research & Ideas
Commodity Busters: Be a Price Maker, Not a Price Taker
expectations are met tend to dwell less on price.— Benson P. Shapiro Focus only on the market segments, defined by customer set or purchase... View Details
Keywords: by Benson P. Shapiro
- 27 Oct 2002
- Research & Ideas
Want a Happy Customer? Coordinate Sales and Marketing
cooperate, the company's strategy will be inconsistent and weak.— Benson Shapiro If marketing and sales do not cooperate, the company's strategy will be inconsistent and weak; and execution will be flawed... View Details
Keywords: by Benson Shapiro
- 22 Jul 2002
- Research & Ideas
Is Performance-Based Pricing the Right Price for You?
relationships are moving to performance-based pricing—they are paid based on achieving certain client advertising and/or marketing goals. The contractor who rebuilt the 1995 earthquake-damaged freeway in Los Angeles received enormous performance incentives View Details
- 20 Dec 2004
- Research & Ideas
How an Order Views Your Company
the companies that did the best job of order cycle management. Despite the overwhelming data, some companies just do not take the customer orientation seriously.— Benson Shapiro Finally, order cycle... View Details
Keywords: by Sarah Jane Johnston
- 26 Jul 2010
- Research & Ideas
Yes, You Can Raise Prices in a Downturn
higher prices," says Frank V. Cespedes, a senior lecturer at Harvard Business School, who spent 12 years running a professional services firm. That's right. Higher prices, not lower. “Competing on price is ultimately a bet on your cost position.” Cespedes teamed... View Details
- January 1997
- Background Note
Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance
Provides an integrated framework for creating customer value and managing the firm profitably. Focuses on the use of product/service line management and effective customer service to achieve customer satisfaction and high profitability. View Details
Keywords: Customer Value and Value Chain; Framework; Performance Efficiency; Sales; Business Strategy; Customer Satisfaction; Profit; Product Marketing; Business or Company Management
Shapiro, Benson P. "Buy Low, Sell High: Creating and Extracting Customer Value by Enhancing Organizational Performance." Harvard Business School Background Note 597-071, January 1997.
- 26 Sep 2023
- Book
Digital Strategy: A Handbook for Managing a Moving Target
While most companies have embarked on some sort of digital transformation, many leaders still feel overwhelmed by the challenges of doing digital right. The new Research Handbook on Digital Strategy not only takes stock of current digital... View Details
- 17 Nov 2015
- First Look
November 17, 2015
April 5–6, 2013 in Cambridge, Massachusetts. In its call for the submission of theoretical and empirical papers for the symposium, the NBER noted that the global financial crisis of 2007–2008 and its aftermath have focused attention on the growing use of leverage View Details
Keywords: Sean Silverthorne
- 06 Feb 2014
- Research & Ideas
The Art of American Advertising
Card. Photo: Bates Trade Card Collection, Harvard Business School "The challenges that marketers faced as the United States grew into a national market because of changes in transportation and communication were similar to those of today," said View Details
- 14 May 2020
- Research & Ideas
What Leaders Can Do to Fight the COVID Fog
deftly: “How to most effectively communicate with all employees remotely and show empathy, while running around with [my] hair on fire trying to save the current business while at the same time trying to shape the future of the company in a 'new normal' environment.”... View Details
Keywords: by Boris Groysberg and Robin Abrahams
- January 2014 (Revised August 2017)
- Case
StepSmart Fitness
By: Robert J. Dolan, Benson P. Shapiro and Alisa Zalosh
StepSmart Fitness, a manufacturer of exercise equipment, is undergoing a sweeping reorganization. The new CEO has terminated the District Sales Director and Regional VP and promoted 30-year-old Benjamin Cooper to manage the underperforming New England district. A... View Details
Keywords: Analysis; Restructuring; Salesforce Management; Management Succession; Performance Improvement; Manufacturing Industry; Sports Industry; New England
Dolan, Robert J., Benson P. Shapiro, and Alisa Zalosh. "StepSmart Fitness." Harvard Business School Brief Case 914-509, January 2014. (Revised August 2017.)
- March 1984 (Revised August 1990)
- Case
Petite Playthings, Inc.--1984 (A)
Provides background information for the (B) case, in which a young sales person is asked for a bribe by an experienced children's wear buyer. View Details
Shapiro, Benson P. "Petite Playthings, Inc.--1984 (A)." Harvard Business School Case 584-080, March 1984. (Revised August 1990.)
- July 1975
- Background Note
Introduction to the Case Method
Guidelines to aid the student in analyzing a case situation by casting himself or herself in the role of protagonist, developing criteria for alternative decisions, and generalizing to other situations. View Details
Keywords: Cases
Shapiro, Benson P. "Introduction to the Case Method." Harvard Business School Background Note 576-031, July 1975.
- August 1996 (Revised October 1996)
- Case
Howard, Shea & Chan Asset Management(C): Recruiting and Selecting a Salesperson
Goes to the heart of the sales strategy issues by asking discussion participants to: 1) develop a salesperson recruiting process, 2) choose among four resumes, and 3) develop a sales compensation approach. View Details
Shapiro, Benson P. "Howard, Shea & Chan Asset Management(C): Recruiting and Selecting a Salesperson." Harvard Business School Case 597-023, August 1996. (Revised October 1996.)
- November–December 2022
- Article
Can AI Really Help You Sell?: It Can, Depending on When and How You Implement It
By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
Many salespeople today are struggling; only 57% of them make their annual quotas, surveys show. One problem is that buying processes have evolved faster than selling processes, and buyers today can access a wide range of online resources that let them evaluate products... View Details
Dickie, Jim, Boris Groysberg, Benson P. Shapiro, and Barry Trailer. "Can AI Really Help You Sell? It Can, Depending on When and How You Implement It." Harvard Business Review 100, no. 6 (November–December 2022): 120–129.
- March 1987 (Revised April 1987)
- Background Note
Specialties vs. Commodities: The Battle for Profit Margins
Explains the differences between commodities and specialties and defines four different types of specialty products. The analysis is customer oriented. Special attention is given to the distinctions between functions (product- ) and relationship (vendor-oriented)... View Details
Keywords: Goods and Commodities
Shapiro, Benson P. "Specialties vs. Commodities: The Battle for Profit Margins." Harvard Business School Background Note 587-120, March 1987. (Revised April 1987.)
- October 2008 (Revised March 2011)
- Case
Curled Metal Inc.—Engineered Products Division
By: Benson P. Shapiro and Frank V. Cespedes
Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products... View Details
Shapiro, Benson P., and Frank V. Cespedes. "Curled Metal Inc.—Engineered Products Division." Harvard Business School Case 709-434, October 2008. (Revised March 2011.)
- April 2008
- Supplement
Ti-Tech (B)
By: Benson P. Shapiro and John T. Gourville
This case concerns the selection and scheduling of orders by a small industrial titanium fabricator that recently has been plagued by poor deliveries and a lack of capacity. At the time of the case, Ti-Tech must decide which of four orders to accept, with capacity... View Details
Keywords: Decisions; Order Taking and Fulfillment; Production; Performance Capacity; Marketing Strategy; Bids and Bidding; Manufacturing Industry; Industrial Products Industry; United States
Shapiro, Benson P., and John T. Gourville. "Ti-Tech (B)." Harvard Business School Supplement 508-096, April 2008.
- May 1992 (Revised November 1992)
- Case
Fabtek (A)
By: Rowland T. Moriarty Jr., Benson P. Shapiro and Craig E. Cline
Concerns the selection and scheduling of orders by a small industrial titanium fabricator that in recent months has been plagued by poor deliveries and a lack of capacity. Four orders are offered, from which the student must select one. Each order represents different... View Details
Keywords: Customer Relationship Management; Business or Company Management; Time Management; Performance Capacity
Moriarty, Rowland T., Jr., Benson P. Shapiro, and Craig E. Cline. "Fabtek (A)." Harvard Business School Case 592-095, May 1992. (Revised November 1992.)
- September 1981 (Revised August 1987)
- Case
CIBA-GEIGY Agricultural Division
By: Benson P. Shapiro and Roy H. Schoeman
In 1979 Leo Bontempo, marketing vice president of Ciba-Geigy Agricultural Division was deciding whether to purchase an $840,000 program for TeleSession. This was a marketing service designed to accelerate the adoption of new products among large innovative growers by... View Details
Keywords: Marketing Strategy; Innovation Strategy; Communication; Agriculture and Agribusiness Industry
Shapiro, Benson P., and Roy H. Schoeman. "CIBA-GEIGY Agricultural Division." Harvard Business School Case 582-026, September 1981. (Revised August 1987.)