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Show Results For
-
All HBS Web
(3,247)
- People (5)
- News (653)
- Research (2,073)
- Events (12)
- Multimedia (10)
- Faculty Publications (1,203)
- Article
Aligning Strategy and Sales
Much current opinion asserts that strategy is less important (and may, in fact, be an impediment) in an era of constant change. This publication discusses why claims about business change are often overstated and misunderstood, why strategy is even more important as...
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- February 2010
- Background Note
Marketing Analysis Toolkit: Market Size and Market Share Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketers frequently need to estimate the size of their markets—both for existing products so that sales forecasts can be developed and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales...
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Keywords:
Forecasting and Prediction;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Markets;
Demand and Consumers;
Size;
Strategic Planning;
Sales
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Market Size and Market Share Analysis." Harvard Business School Background Note 510-081, February 2010.
- November 2019 (Revised April 2020)
- Case
Purple Innovation, Inc.: The Online to Offline Marketing Challenge
By: Elie Ofek and Nakisha Williams
This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...
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Keywords:
Offline Sales;
Marketing Strategy;
Digital Marketing;
Growth and Development Strategy;
Consumer Products Industry;
Retail Industry
Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
- 20 Feb 2017
- Working Paper Summaries
Where Should We Build a Mall? The Formation of Market Structure and Its Effect on Sales
- January 2019 (Revised February 2020)
- Case
Roush Performance: How to Design a Sales Force Compensation Plan
By: Doug J. Chung
Roush Performance manufactured and marketed factory-modified performance vehicles and high-end aftermarket automotive performance parts. Since its inception, Roush Performance had focused on building its engineering technology competency and diversifying its product...
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Keywords:
Sales Force Management;
Motivation;
Compensation;
Salary;
Commissions;
Bonuses;
Quotas;
Salesforce Management;
Compensation and Benefits;
Motivation and Incentives
Chung, Doug J. "Roush Performance: How to Design a Sales Force Compensation Plan." Harvard Business School Case 519-066, January 2019. (Revised February 2020.)
- November 2022
- Case
The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales
By: Regina E. Herzlinger and Tiffany Farrell
Can an online, direct-to-consumer pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous...
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Keywords:
DTC;
Internet and the Web;
Marketing Channels;
Customer Value and Value Chain;
Governing Rules, Regulations, and Reforms;
Competitive Strategy;
Service Delivery;
Growth and Development Strategy;
Pharmaceutical Industry;
Health Industry;
Retail Industry
Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
- September 2014 (Revised February 2015)
- Case
Pfizer and AstraZeneca: Marketing an Acquisition (A)
By: John A. Quelch and James Weber
In 2014, Pfizer proposed a friendly acquisition of AstraZeneca, but the AstraZeneca board resisted over price and strategy concerns. Was this good for pharmaceutical consumers? Pfizer, like pharmaceutical companies in general, faced difficulties in growing sales due to...
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Keywords:
Health Care Policy;
Mergers And Acquisitions;
Marketing;
Government Relations;
Crisis Management;
Decision Making;
Growth and Development;
Management;
Markets;
Strategy;
Pharmaceutical Industry;
United Kingdom;
United States
Quelch, John A., and James Weber. "Pfizer and AstraZeneca: Marketing an Acquisition (A)." Harvard Business School Case 515-007, September 2014. (Revised February 2015.)
- November 2005
- Background Note
Note on Personal Selling and Sales Management
By: Thomas J. Steenburgh and Das Narayandas
Provides the background materials for the Sales Module in the first-year marketing course taught at HBS.
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- 2005
- Working Paper
Asset Fire Sales (and Purchases) in Equity Markets
By: Joshua Coval and Erik Stafford
Coval, Joshua, and Erik Stafford. "Asset Fire Sales (and Purchases) in Equity Markets." Harvard Business School Working Paper, No. 05-077, May 2005.
- November 2007
- Article
Asset Fire Sales (and Purchases) in Equity Markets
By: Joshua Coval and Erik Stafford
Coval, Joshua, and Erik Stafford. "Asset Fire Sales (and Purchases) in Equity Markets." Journal of Financial Economics 86, no. 2 (November 2007).
- 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...
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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
Chung, Doug J., Byungyeon Kim, and Niladri B. Syam. "A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?" Foundations and Trends® in Marketing 14, no. 1 (2020): 1–52.
- 12 May 2010
- News
Venture Financing and Entrepreneurial Success
- August 2021
- Article
Improving Sales Hiring
Sales hiring presents inherent challenges not found to the same extent in talent management in other functional areas. Moreover, common hiring practices make a tough job needlessly harder. This article suggests practical ways to improve sales hiring: Hire for the Task,...
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Cespedes, Frank V. "Improving Sales Hiring." Top Sales Magazine (August 2021), 20–21.
- Forthcoming
- Article
Sampling Bias in Entrepreneurial Experiments
By: Ruiqing Cao, Rembrand Koning and Ramana Nanda
Using data from a prominent online platform for launching new digital products, we document that ‘sampling bias’—defined as the difference between a startup’s target customer base and the actual sample on which early ‘beta tests’ are conducted—has a systematic and...
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Cao, Ruiqing, Rembrand Koning, and Ramana Nanda. "Sampling Bias in Entrepreneurial Experiments." Management Science (forthcoming). (Pre-published online December 14, 2023.)
- Research Summary
Entrepreneurial Management: Customer Discovery and Business Development
This research focuses on: (a) market research methods and tactics suitable to startups seeking their initial customers and validation of their initial business model; (b) guidelines for conducting visits with potential customers as part of the startup ptrocess; and (c)...
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- December 2021
- Article
Entrepreneurial Learning and Strategic Foresight
By: Aticus Peterson and Andy Wu
We study how learning by experience across projects affects an entrepreneur's strategic foresight. In a quantitative study of 314 entrepreneurs across 722 crowdfunded projects supplemented with a program of qualitative interviews, we counterintuitively find that...
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Keywords:
Crowdfunding;
Experience;
Prediction;
Timeline;
Complexity;
Entrepreneurship;
Learning;
Experience and Expertise;
Forecasting and Prediction
Peterson, Aticus, and Andy Wu. "Entrepreneurial Learning and Strategic Foresight." Art. 1. Strategic Management Journal 42, no. 13 (December 2021): 2357–2388. (Lead article.)
- Program
Managing Sales Teams and Distribution Channels
market dynamics. You will return to your company ready to implement an action plan that sets up your distribution channels—and your sales teams—to drive revenue and long-term...
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- 2021
- Working Paper
Entrepreneurial Learning and Strategic Foresight
By: Aticus Peterson and Andy Wu
We study how learning by experience across projects affects an entrepreneur's strategic foresight. In a quantitative study of 314 entrepreneurs across 722 crowdfunded projects supplemented with a program of qualitative interviews, we counterintuitively find that...
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Keywords:
Experience;
Interdependency;
Strategic Foresight;
Crowdfunding;
Timeline;
Delay;
Forecasting;
Entrepreneurship;
Learning;
Complexity;
Forecasting and Prediction;
Product Development;
Planning
Peterson, Aticus, and Andy Wu. "Entrepreneurial Learning and Strategic Foresight." Harvard Business School Working Paper, No. 21-123, January 2021. (Revised May 2021.)
- Research Summary
Marketing and Competition in Pharmaceutical Markets
In his research on pharmaceutical markets, Professor King explores how marketing and product differentiation affect competition among firms in the prescription market for anti-ulcer drugs. Four main results emerge from an analysis of antiulcer drug sales from 1977 to...
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- February 2010
- Supplement
Marketing Analysis Toolkit: Market Size and Market Share Analysis (CW)
By: Thomas J. Steenburgh and Jill Avery
This Excel worksheet contains sample problems, prebuilt Excel models to run market sizing and market share analyses, and charts and graphs which help visualize the results. It is designed to accompany Marketing Analysis Tookit: Market Size and Market Share Analysis....
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