Publications
Publications
- December 2007 (Revised July 2008)
- HBS Case Collection
MINI USA: Finding a New Advertising Agency (B)
Abstract
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and Partners) and the buyer (MINI USA) and asks them to develop a sales strategy for advertising services. As outlined in the (B) case, the agency developed an intriguing and original approach to assessing the intangibles and students are asked to react to it from a sales perspective and to attempt to generalize the approach to other sales domains.
Keywords
Citation
Godes, David B. "MINI USA: Finding a New Advertising Agency (B)." Harvard Business School Supplement 508-042, December 2007. (Revised July 2008.)