Publications
Publications
- December 2007 (Revised April 2008)
- HBS Case Collection
Butler, Shine, Stern & Partners
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 & Partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising services.
Keywords
Citation
Godes, David B. "Butler, Shine, Stern & Partners." Harvard Business School Case 508-043, December 2007. (Revised April 2008.)