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  • March 2022
  • Case

BTS & ARMY
By: Doug J. Chung and Kay R. Koo
The South Korean K-pop band, BTS, is shattering linguistic boundaries and reshaping the global music industry. BTS became the first band in Billboard history to simultaneously top the Billboard Artist 100, Billboard Hot 100, and Billboard 200; and the sixth act to have...  View Details
Keywords: Entertainment; Music Entertainment; Marketing; Music Industry; Entertainment and Recreation Industry
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  • November 2021
  • Article

The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training
By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
This study provides a comprehensive model of an agent’s behavior in response to multiple sales management instruments, including compensation, recruiting/termination, and training. The model on agents’ behavior takes into account many of the key elements that...  View Details
Keywords: Salesforce Management; Recruitment; Selection and Staffing; Compensation and Benefits; Resignation and Termination; Training; Behavior; Analysis
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  • 2021
  • Working Paper

Time Dependence and Preference: Implications for Compensation Structure and Shift Scheduling
By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
This study jointly examines agents’ time dependence—period effects within instantaneous utility—and time preference—behavior on discounting future utility. The study considers the start- and end-of-period effects for time dependence and exponential and hyperbolic...  View Details
Keywords: Time Preferences; Present Bias; Hyperbolic Discounting; Compensation; Dynamic Structural Models; Identification; Time Management; Motivation and Incentives; Behavior; Performance; Compensation and Benefits
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  • Article

How to Shift from Selling Products to Selling Services
By: Doug J. Chung
Only a few years ago, most software companies sold seat licenses for their products, charging customers on the basis of head count. But today, software is typically provided using cloud-based software-as-a-service (SaaS) models that charge customers fees for...  View Details
Keywords: SaaS Business Models; Sales; Management; Business Model; Salesforce Management; Applications and Software; Customer Relationship Management
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  • April 2021
  • Article

The Effects of Quota Frequency: Sales Performance and Product Focus
By: Doug J. Chung, Das Narayandas and Dongkyu Chang
This study investigates the comprehensive and multidimensional effects of quota (goal) frequency on sales force performance. We develop a theory of salespeople’s behavior—aggregate effort and the product type focus—in response to the temporal length of a sales-quota...  View Details
Keywords: Sales Force Compensation; Field Experiment; Quotas; Quota Frequency; Commissions; Bonuses; Goals; Salesforce Management; Compensation and Benefits; Goals and Objectives; Behavior; Performance
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  • February 2021
  • Case

Rolex SA
By: Doug J. Chung
Rolex SA was one of the most successful watchmakers in the world. In recent years, the global demand for Rolex watches, especially the stainless-steel sports models, had dramatically increased, resulting in a supply shortage worldwide. The shortage in supply further...  View Details
Keywords: Watches; Pricing; Marketing; Strategy; Demand and Consumers; Price; Marketing Channels
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  • September–October 2020
  • Article

The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...  View Details
Keywords: Multi-channel Marketing; Ground Campaigning; Political Campaigns; Discrete-choice Model; Instrumental Variables; Political Elections; Marketing Channels; Advertising; United States
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  • July–August 2020
  • Article

Price Bargaining and Competition in Online Platforms: An Empirical Analysis of the Daily Deal Market
By: Lingling Zhang and Doug J. Chung
The prevalence of online platforms opens new doors to traditional businesses for customer reach and revenue growth. This research investigates platform choice in a setting where prices are determined by negotiations between platforms and businesses. We compile a unique...  View Details
Keywords: Business-to-business Marketing; Platform Competition; Two-Sided Markets; Price Bargaining; Daily Deals; Structural Model; Two-Sided Platforms; Competition; Price; Negotiation
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  • 2020
  • Article

A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?
By: Doug J. Chung, Byungyeon Kim and Niladri B. Syam
Personal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role...  View Details
Keywords: Sales Compensation; Sales Management; Sales Strategy; Principal-agent Theory; Structural Econometrics; Field Experiments; Machine Learning; Artificial Intelligence; Salesforce Management; Compensation and Benefits; Motivation and Incentives; AI and Machine Learning
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  • March 2020 (Revised October 2020)
  • Module Note

Sales Force Compensation
By: Doug J. Chung
The author developed this note for scholars, educators, and practitioners that are interested in sales force compensation. It is based on the author’s investigations across a variety of organizations in multiple industries and provides a conceptual framework for the...  View Details
Keywords: Sales Strategy; Sales Force Management; Sales Compensation; Salary; Commissions; Bonuses; Quota Setting/updating; Quota Frequency; Extrinsic Vs Intrinsic Motivation; Salesforce Management; Compensation and Benefits; Strategy
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  • January 2020 (Revised March 2020)
  • Teaching Note

Commercial Sales Transformation at Microsoft
By: Doug J. Chung
Teaching Note for HBS No. 519-054.  View Details
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  • January 2020 (Revised March 2020)
  • Teaching Note

Qualtrics (A), (B), and (C)
By: Doug J. Chung
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  • 2019
  • Working Paper

Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure
By: Doug J. Chung, Kyoungwon Seo and Reo Song
This study examines the effect of technology stores—company-owned Apple and Microsoft retail stores—on mall configuration. We formulate a structural model that considers the endogenous location decisions of retail stores, taking into account both market characteristics...  View Details
Keywords: Apple Store; New Anchor Store; Discrete Game; Complete Information; Multiple Equilibria; GPGPU Technology; Simulator; Bayesian Estimation; Shopping Mall; Spillover
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  • December 2019 (Revised March 2020)
  • Teaching Note

Sales Force Management at Nobel Ilac
By: Doug J. Chung
Teaching Note for HBS No. 519-067.  View Details
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  • November 2019
  • Article

How Do Sales Efforts Pay Off? Dynamic Panel Data Analysis in the Nerlove-Arrow Framework
By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
This paper evaluates the short- and long-term value of sales representatives’ detailing visits to different types of physicians. By understanding the dynamic effect of sales calls across heterogeneous physicians, we provide guidance on the design of optimal call...  View Details
Keywords: Nerlove-Arrow Framework; Stock-of-goodwill; Dynamic Panel Data; Serial Correlation; Instrumental Variables; Sales Effectiveness; Detailing; Analytics and Data Science; Sales; Analysis; Performance Effectiveness; Pharmaceutical Industry
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  • September 2019 (Revised March 2020)
  • Teaching Note

Roush Performance: How to Design a Sales Force Compensation Plan
By: Doug J. Chung
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  • July 9, 2019
  • Article

Setting Better Sales Goals with Analytics
By: Doug J. Chung, Isabel Huber, Vinay Murthy, Varun Sunku and Marije Weber
Sales compensation is a critical lever in motivating a salesforce and driving growth in the business-to-business sector: Studies show that revising compensation in line with market trends can have a 50% greater impact on sales than advertisements have, for instance. A...  View Details
Keywords: Analytics; Salesforce Management; Compensation and Benefits; Motivation and Incentives; Goals and Objectives
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  • May 2019 (Revised March 2020)
  • Teaching Note

Kjell and Company: Motivating Salespeople with Incentive Compensation (A), (B), (C), and (D)
By: Doug J. Chung
Teaching Note for HBS Nos. 517-090, 517-133, 519-095, and 519-096.  View Details
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  • 2019
  • Working Paper

The Comprehensive Effects of a Digital Paywall Sales Strategy
By: Doug J. Chung, Ho Kim and Reo Song
This paper explores the multiple and comprehensive effects of a digital paywall sales strategy, an increasingly common means of go-to-market for media firms. Specifically, we examine the effects of a digital paywall on a media firm’s two sources of income—subscription...  View Details
Keywords: Digital Paywall; Demand Substitution; Spillover Effect; Synthetic Control; Sales; Strategy; Media; Newspapers; Publishing Industry
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  • May 2019
  • Supplement

Kjell and Company: Motivating Salespeople with Incentive Compensation (C)
By: Doug J. Chung
Kjell & Company was a Swedish retail electronics chain. The company’s products consisted of home electronics and accessories. The company was noted for its excellent customer service and a fair “one-for-all” HR policy. Historically, the salespeople had been compensated...  View Details
Keywords: Salesforce Management; Compensation and Benefits; Change Management; Behavior; Electronics Industry; Sweden
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