Case | HBS Case Collection | September 2008 (Revised June 2010)

Hearts On Fire - Brand Development Manager

by Frank V. Cespedes and Benson P. Shapiro


Hearts On Fire, a successful branded diamond producer, established the position of Brand Development Manager (BDM) to build the company's presence, sales, and relationships with its retail customers. After one year, the CEO, CFO and President must evaluate the impact of the BDM on retail customers, the type of person required to be successful in this position, internal coordination issues with the company's sales force, and the financial returns versus other uses of capital for the company. The case raises issues in aligning business strategy and sales management systems, motivating and managing resellers, people selection, and financial analysis of alternatives.

Keywords: Customer Focus and Relationships; Investment Return; Brands and Branding; Marketing Strategy; Business Processes; Salesforce Management; Business Strategy;


Cespedes, Frank V., and Benson P. Shapiro. "Hearts On Fire - Brand Development Manager." Harvard Business School Case 709-436, September 2008. (Revised June 2010.)