Supplement | HBS Case Collection | November 2012 (Revised July 2012)

Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis

by Frank V. Cespedes and Alex Godden


The "Andrew Sullivan and Faraway Ltd" case series focuses on entrepreneurial selling, and is based on an older case study, "Deaver Brown and Cross River Inc." (9-394-042). It concerns two entrepreneurs, Andrew Sullivan and Hope Abasi, who have designed an innovative pushchair (baby stroller) and, a year later, are looking for an order from a large retailer. The case requires students to prepare, deliver, and evaluate Sullivan's sales calls on two important retail buyers, Sam Cartwright of Mothercare and Anthony Pierce of John Lewis. The main case provides relevant background information about Faraway's market opportunity, business model economics, and scaling requirements. The (B) case provides information about Sam Cartwright's view of his job and supplier issues. The (C) case does the same for Anthony Pierce.

Keywords: Entrepreneurship; Management; Sales; Marketing; Consumer Products Industry; United Kingdom;


Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis." Harvard Business School Supplement 813-106, November 2012. (Revised July 2012.)