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  • 2023
  • Working Paper

Summarizing the Mental Customer Journey
By: Julian De Freitas, Ahmet Uğuralp, Zeliha Uğuralp, Pechthida Kim and Tomer Ullman
How do consumers summarize and act on their experiences, as when deciding whether an interaction with a firm was satisfying and whether to buy from it? Previous work on the summary of continuous experiences has tended to focus on a handful of experience patterns and...  View Details
Keywords: Customer Experience; Customer Journey; Natural Language Processing; Summarization; Customer Satisfaction; Outcome or Result; Decision Choices and Conditions
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  • November–December 2022
  • Article

Can AI Really Help You Sell?
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
Keywords: Sales; AI and Machine Learning; Customers
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  • August 2022 (Revised March 2023)
  • Technical Note

Real Estate iBuying
By: Michael Luca, Jesse M. Shapiro and Julia Kelley
This note provides an overview of real estate iBuying, or instant buying, a business model that involves buying homes and then reselling them at a profit. Introduced in the mid-2010s, iBuying streamlined the process of selling a home by offering instant, all-cash...  View Details
Keywords: iBuying; Profit; Business Model; Technological Innovation; Real Estate Industry
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  • July 28, 2022
  • Article

DAO Governance Attacks, and How to Avoid Them
By: Pranav Garimidi, Scott Duke Kominers and Tim Roughgarden
Many web3 projects embrace permissionless voting using a fungible and tradable native token. Permissionless voting can offer many benefits, from lowering barriers to entry to increasing competition. Token holders can use their tokens to vote on a range of issues—from...  View Details
Keywords: Crypto Economy; Cryptocurrency; Governance; Voting; Decentralized Autonomous Organizations; Organizational Structure; Digital Platforms
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  • 2021
  • Book

Sales Management That Works: How to Sell in a World That Never Stops Changing
By: Frank V. Cespedes
Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive...  View Details
Keywords: Sales; Strategy; Salesforce Management; Change; Adaptation
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  • October 2020 (Revised November 2020)
  • Case

Digging for Gold: Paulson & Co.'s Activism in the Gold Sector
By: Suraj Srinivasan and Jonah S. Goldberg
The case describes the efforts of hedge fund Paulson & Co to influence corporate governance and improve performance in the gold industry. In an innovative move, the hedge fund led the creation of the Shareholder Gold Council, a consortium of large investors in gold...  View Details
Keywords: Board Of Directors; Hedge Funds; Shareholder Activism; Gold; Corporate Governance; Governing and Advisory Boards; Investment Funds; Investment Activism; Performance Improvement; Corporate Accountability; Mining Industry; Canada; United States
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  • Fall 2020
  • Article

Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa
By: Michael A. Wheeler
Over the past two decades the Program on Negotiation at Harvard Law School (PON) has named thirteen people as Great Negotiators. The project, directed by my colleague Jim Sebenius, has given us the opportunity to commend our honorees’ outstanding work and to learn from...  View Details
Keywords: Art; Negotiation; Arts
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  • July 2020
  • Teaching Note

Shindigz
By: Frank Cespedes
Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded...  View Details
Keywords: Ecommerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands and Branding; E-commerce; Consumer Products Industry
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  • May 2020 (Revised June 2020)
  • Case

TransDigm's Acquisition and Integration of Arkwin Industries
By: Benjamin C. Esty and Daniel W. Fisher
In May 2013, TransDigm, a company that manufactured a wide range of highly engineered aerospace parts for both military and civilian aircraft, announced it was buying Arkwin Industries for $286 million in cash (3 times Arkwin’s sales of $91 million). Having acquired...  View Details
Keywords: Business Model; Value Creation; Strategy; Acquisition; Integration; Talent and Talent Management; Aerospace Industry
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  • February 2020 (Revised August 2022)
  • Case

Anomalie
By: Jeffrey F. Rayport and Thomas O. Jones
In early 2019, the founders of Anomalie, an online direct-to-consumer provider of bridal gowns, have just agreed to a $13.6 million Series A investment from a Silicon Valley VC. They are considering three major initiatives as they move forward. (1) To scale their very...  View Details
Keywords: Direct-to-consumer; Entrepreneurship; Internet and the Web; Growth and Development Strategy; Decision Choices and Conditions; Apparel and Accessories Industry; Technology Industry
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  • August 2019 (Revised April 2021)
  • Case

Zillow Offers: Winning Online Real Estate 2.0
By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...  View Details
Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Information Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media and Broadcasting Industry; United States
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  • August 2018
  • Teaching Note

Magpie: Developing and Using Buyer Personas
By: Frank V. Cespedes
Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect...  View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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  • June 2018 (Revised February 2019)
  • Teaching Note

Home Nursing of North Carolina
By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
In 2011, immediately after graduating HBS, Ari Medoff began a self-funded search for a small firm to buy and run as its CEO. After just three month of searching, he identified Home Nursing of North Carolina (HNNC), a home care agency based in Greensboro, NC, as a...  View Details
Keywords: Small Firms Management; Acquisition; Negotiation Process; Investment; Small Business; Management; Personal Development and Career
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  • April 2018
  • Teaching Note

InsideSales.com (A) and (B)
By: Frank Cespedes
Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service...  View Details
Keywords: Corporate Entrepreneurship; Organizational Change and Adaptation; Organizational Design; Customer Relationship Management; Growth Management; Marketing Strategy; Salesforce Management; Talent and Talent Management; Technology Industry
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  • July 2017
  • Case

Magpie: Developing and Using Buyer Personas
By: Frank V. Cespedes
The founders of a start-up platform for publishers have developed preliminary personas of target customers and are evaluating the implications for initial target buyers, messaging, and marketing programs. The case is useful for discussing the process of developing...  View Details
Keywords: Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Social Media; Consumer Products Industry; Fashion Industry; United States
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  • May 2017
  • Teaching Note

Promontory, Inc. (Brief Case)
By: Frank V. Cespedes and Amy Handlin
Teaching Note for HBS No. 917-535. The Promontory teaching note covers a) how and why buying processes in Promontory’s market generate the array of selling approaches illustrated in the case; b) the impact of incremental sales increases on the firm’s cost structure and...  View Details
Keywords: Sales; Salesforce Management; Marketing Strategy
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  • January–February 2017
  • Article

Buying Your Way into Entrepreneurship
By: Richard S. Ruback and Royce Yudkoff
An increasingly popular route to success as a small business owner is “acquisition entrepreneurship”—buying and running an existing operation. If you’re considering such a path, the authors offer practical advice for each stage of the process. Think it through. Do you...  View Details
Keywords: Entrepreneurship; Acquisition; Planning
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  • Article

Selfishly Benevolent or Benevolently Selfish? When Self-interest Undermines versus Promotes Prosocial Behavior
By: Julian Zlatev and Dale T. Miller
Existing research shows that appeals to self-interest sometimes increase and sometimes decrease prosocial behavior. We propose that this inconsistency is in part due to the framings of these appeals. Different framings generate different salient reference points,...  View Details
Keywords: Altruism; Charitable Giving; Framing; Prosocial Behavior; Reference Points; Self-interest; Philanthropy and Charitable Giving; Framework; Behavior
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  • October 2016 (Revised April 2018)
  • Case

DataXu: Selling Ad Tech
By: Frank V. Cespedes, John Deighton, Lisa Cox and Olivia Hull
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a...  View Details
Keywords: Sales Management; Pricing; Programmatic Ad Buying; ＂Marketing Analytics＂; Advertising Technology; Sales; Digital Marketing; Marketing Strategy; Advertising Campaigns; Product Launch; Product Positioning; Media; Technology Industry; Advertising Industry; Boston; Massachusetts
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  • May 2015
  • Case

Venture Republic, 2011
By: W. Carl Kester and Mayuka Yamazaki
In December 2011, the founders of Venture Republic, a Japanese developer and operator of on-line search engines for shopping and travel, faced a decison about whether or not to take the company private in a management buyout transaction just three years after an...  View Details
Keywords: Management Buyout; MBO; Valuation Methodologies; Financing Decisions; Conflicts Of Interest; Governance; Japan; Search Engines; Going Private; Conflict of Interests; Internet and the Web; Valuation; Privatization; Financing and Loans; Corporate Governance; Web Services Industry; Japan
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