Frank V. Cespedes
MBA Class of 1973 Senior Lecturer of Business Administration
Frank Cespedes is Senior Lecturer in the Entrepreneurial Management Unit. He received his B.A. from the City College of New York, M.S. from M.I.T. and Ph.D. from Cornell University. Cespedes was a professor at Harvard Business School for 15 years, specializing in strategy implementation, marketing, and organizational design. At Harvard, he has developed and taught a variety of MBA and executive courses, led the Strategic Marketing Management program for senior executives, and was co-lead of the Sustainable Market Leadership program for CEOs and their leadership teams. He currently teaches the TEM course in the MBA program as well as modules in the Owner President Management (OPM) executive program and heads the executive program on "Aligning Strategy and Sales." Before joining the faculty, he was a Research Associate at Harvard and worked at Bain & Company, an international strategy consulting firm. From 1995 to 2007, he was Managing Partner at the Center for Executive Development (CED), a firm that won awards in the United States and Europe for its work with companies worldwide. He has consulted to companies in many industries, is affiliated with private-equity investors, and has been a Board member of Evenflo, HALO Industries, start-up firms, and the Education for Employment Foundation (EEF), which provides career training in skills linked directly to job placement with companies in the Middle East and North Africa. He is the author or co-author of six books, including Concurrent Marketing: Integrating Product, Sales and Service (Harvard Business School Press) and Going to Market: Distribution Systems for Industrial Products (Harvard Business School Press); as well as articles in Harvard Business Review, Wall Street Journal, Strategy and Business, Business Horizons, California Management Review, International Encyclopedia of Business and Management, Journal of Managerial Issues, Journal of Personal Selling & Sales Management, Marketing Encyclopedia, Organization Science, Sloan Management Review, and Strategy & Business. He has also written more than 40 case studies about companies and numerous technical notes on various business topics.
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Article
| MIT Sloan Management Review
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How to Identify the Best Customers for Your Business
Frank V. Cespedes, James P. Dougherty and Ben S. Skinner III
How can businesses achieve profitable growth so that their costs don’t grow faster than sales? This article focuses on scaling a venture’s sales process and provides a methodology for identifying core customers and some implications for governance criteria and potential product changes as well as sales management.
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Article
| MIT Sloan Management Review
|
Selling to Many Countries Within the U.S.
Frank V. Cespedes and Michael Wong
In pursuing growth, many companies have plans to sell to emerging markets like the so-called B-R-I-C nations (Brazil, Russia, India, China), but they overlook significant ethnic markets within the United States. For example, the combined African-American and Hispanic markets in the U.S. are larger than the economies of all but 13 countries, and more than 2 million people in the U.S. speak Chinese. The article discusses why many "multicultural marketing" efforts are both limited and limiting, and how firms can go beyond demographic data to craft effective strategies for selling to ethnic markets within the U.S.
Keywords: Emerging Markets;
Sales;
Marketing Communications;
Ethnicity Characteristics;
Debates;
Business Growth and Maturation;
Growth and Development;
Business Plan;
Management Style;
Business Strategy;
Growth and Development Strategy;
United States;
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Article
| Wall Street Journal
|
Raise Your Prices!
Frank V. Cespedes, Elliot Ross and Benson P. Shapiro
Keywords: Price;
Citation: Cespedes, Frank V., Elliot Ross, and Benson P. Shapiro. " Raise Your Prices!" Wall Street Journal (May 24, 2010).
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Journal Article
| Harvard Business Review
|
Old Hand or New Blood?
Frank V. Cespedes
Citation: Cespedes, Frank V. " Old Hand or New Blood?" Harvard Business Review 84, nos. 7/8 (July–August 2006): 28–40.
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Article
| Harvard Business Review
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Succession and Failure
Frank V. Cespedes
Keywords: Failure;
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Article
| Harvard Business Review
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The Customer Has Escaped
Frank V. Cespedes and Paul F. Nunes
Keywords: Customers;
Citation: Cespedes, Frank V., and Paul F. Nunes. " The Customer Has Escaped." Harvard Business Review 81, no. 11 (November 2003): 106–115.
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Article
| Strategy & Business
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The Marketing Gearbox
Frank V. Cespedes
Keywords: Marketing;
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Article
| Marketing Management
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Beyond Teamwork: How the Wise Can Synchronize
Frank V. Cespedes
Keywords: Groups and Teams;
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Article
| Journal of Marketing Management
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Implementing Marketing Strategy
Frank V. Cespedes
Keywords: Marketing;
Strategy;
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Article
| MIT Sloan Management Review
|
Industrial Marketing: Managing New Requirements
Frank V. Cespedes
Keywords: Marketing;
Management;
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Article
| Organization Science
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Transaction Cost Theory: Inferences from Clinical Field Research
Frank V. Cespedes
Keywords: Cost;
Theory;
Research;
Health;
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Article
| Marketing Research
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Market Research and Marketing Dialects
Frank V. Cespedes
Keywords: Research;
Marketing;
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Article
| MIT Sloan Management Review
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Database Marketing: New Rules for Policy and Practice
Frank V. Cespedes and H. Jeff Smith
Keywords: Technology;
Marketing;
Policy;
Practice;
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Article
| Journal of Personal Selling & Sales Management
|
Sales Coordination: An Exploratory Study
Frank V. Cespedes
Keywords: Sales;
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Article
| Business Horizons
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Once More: How Do You Improve Customer Service?
Frank V. Cespedes
Keywords: Customers;
Service Delivery;
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Article
| Journal of Managerial Issues
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Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations
Frank V. Cespedes
Keywords: Strategy;
Change;
Markets;
Information;
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Article
| Journal of Marketing Channels
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Channel Power: Suggestions for a Broadened Perspective
Frank V. Cespedes
Keywords: Perspective;
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Article
| Journal of Marketing
|
Book review of Contemporary Perspectives on Strategic Market Planning, by Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Allyn and Bacon, 1990.
Frank V. Cespedes
Keywords: Information;
Perspective;
Strategy;
Markets;
Planning;
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Article
| MIT Sloan Management Review
|
A Preface to Payment: Designing a Sales Compensation Plan
Frank V. Cespedes
Keywords: Sales;
Compensation and Benefits;
Design;
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Article
| California Management Review
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Agendas, Incubators, and Marketing Organization
Frank V. Cespedes
Keywords: Marketing;
Organizations;
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Journal Article
| Business Horizons
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Managing Multiple Channels
Frank V. Cespedes and E. Raymond Corey
Citation: Cespedes, Frank V., and E. Raymond Corey. " Managing Multiple Channels." Business Horizons 33, no. 3 (July–August 1990): 66–77.
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Article
| Harvard Business Review
|
Teamwork for Today's Selling
Frank V. Cespedes, Stephen X. Doyle and Robert J. Freedman
Keywords: Groups and Teams;
Sales;
Citation: Cespedes, Frank V., Stephen X. Doyle, and Robert J. Freedman. " Teamwork for Today's Selling." Harvard Business Review 67, no. 4 (July–August 1989): 44–59.
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Article
| California Management Review
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Channel Management is General Management
Frank V. Cespedes
Keywords: Management;
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Article
| Industrial Marketing Management
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Control vs. Resources in Channel Design
Frank V. Cespedes
Keywords: Design;
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Chapter
| Handbook of Business-to-Business Marketing
| 2012
Coordinating Marketing and Sales in B2B Organizations
Frank V. Cespedes
This chapter focuses on the topic of coordinating marketing and sales in Business-to-Business (B2B) organizations. It provides an historical overview, indicating that this is not a new issue facing firms, that the business press has outlined a recurring set of prescriptive advice about the topic to practitioners, and why (despite its recurring nature) that advice seems to have limited usefulness. The chapter then reviews some common delineations of marketing and sales activities in companies and the implications. Finally, the chapter concludes with a sample of what B2B companies have done in their attempts to improve marketing-sales coordination, including suggestions for future research.
Keywords: Marketing;
Practice;
Research;
Sales;
Citation: Cespedes, Frank V. "Coordinating Marketing and Sales in B2B Organizations." In Handbook of Business-to-Business Marketing, edited by Gary L. Lilien, and Rajdeep Grewal. Edward Elgar Publishing, 2012.
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Chapter
| Marketing Encyclopedia: Issues & Trends Shaping the Future
| 1996
Marketing Dialects
Frank V. Cespedes
Keywords: Marketing Communications;
Citation: Cespedes, Frank V. "Marketing Dialects." In Marketing Encyclopedia: Issues & Trends Shaping the Future, edited by Jeffrey Heilbrunn. Lincolnwood, IL: NTC Business Books, 1996.
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Chapter
| Ethics in Marketing
| 1992
Ethical Issues in Distribution
Frank V. Cespedes
Keywords: Distribution;
Ethics;
Citation: Cespedes, Frank V. "Ethical Issues in Distribution." In Ethics in Marketing, by N. C. Smith, and J. Quelch. Homewood, IL: Irwin, 1992.
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Chapter
| Strategic Marketing Management
| 1991
Aspects of Sales Management: Key Themes
Frank V. Cespedes
Keywords: Sales;
Management;
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Supplement
| HBS Case Collection
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2013
Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Instructors (Brief Case)
Frank V. Cespedes and Heather Beckham
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Supplement
| HBS Case Collection
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2013
Launching Krispy Natural: Cracking the Product Management Code, Spreadsheet for Students (Brief Case)
Frank V. Cespedes and Heather Beckham
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Teaching Note
| HBS Case Collection
|
2013
Launching Krispy Natural: Cracking the Product Management Code (Brief Case)
Frank V. Cespedes and Heather Beckham
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Case
| HBS Case Collection
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2013
Launching Krispy Natural: Cracking the Product Management Code
Frank V. Cespedes and Heather Beckham
Pemberton Products is a U.S. market leader in the cookie and bakery snacks segment of the sweet snack market. Looking to expand into the salty snack market, the company acquires Krispy Inc., a maker of salty snack crackers located in the southeastern U.S. To compete with premium cracker brands, Pemberton plans to reformulate and re-launch the Krispy brand as "Krispy Natural," which offers natural ingredients, improved taste, and revised packaging. Market tests in Columbus, Ohio show market share results that are double the company projections while results in 3 cities in the southeastern U.S. fall well below expectations. The marketing director must interpret the market test results, consider possible competitive responses to the new brand, and present his recommendation for a national rollout to the VP of sales and marketing.
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Teaching Note
| HBS Case Collection
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2013
Robin Ash and Printzhof Press (Brief Case)
Frank V. Cespedes and Lynda St. Clair
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Case
| HBS Case Collection
|
2013
Robin Ash and Printzhof Press
Frank V. Cespedes and Lynda St. Clair
Robin Ash has just been promoted to Chief Operating Officer of Printzhof Press and Vice President of its parent company, Education and Entertainment Holdings, Inc. Her first objective is to create an action plan that will achieve two seemingly contradictory corporate objectives: transform Printzhof into an aggressively competitive 21st century educational publisher while maintaining its close-knit and collaborative culture. Because of new technologies changing how information is delivered and used in higher education, the need for the company to evolve along with the publishing industry is obvious to Ash and other company leaders. However, Printzhof's history of success has resulted in resistance to organizational change among many longtime employees and senior managers. Still, Ash must revitalize Printzhof without destroying employee morale and loyalty. How far and how fast should she move on the critical priorities she has identified?
Keywords: United States;
Organizational change;
management styles;
organizational culture;
general management;
change management;
morale;
communication;
human resource management;
competitive strategy;
Book Publishing;
Technology;
Organizational Change and Adaptation;
Conflict Management;
Leading Change;
Competitive Strategy;
Organizational Culture;
Planning;
Education Industry;
Publishing Industry;
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Teaching Note
| HBS Case Collection
|
2013
Andrew Ryan at VC Brakes (Brief Case)
Frank V. Cespedes and Sunru Yong
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Case
| HBS Case Collection
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2013
Andrew Ryan at VC Brakes
Frank V. Cespedes and Sunru Yong
An aftermarket brake component manufacturer, VC Brakes, is bought out by a global automotive parts corporation after the 2008 financial crisis. Unlike its previous parent company, the new owner attempts to change VC Brakes' autocratic management style and finger-pointing culture with a Total Quality Management (TQM) program. Andrew Ryan is a senior manager at VC Brakes. With the guidance of a strong mentor and a reputation as a successful change agent, he is selected as a TQM site instructor. His initial excitement turns to concern when organizational challenges cause the quality initiative to falter. A subsequent restructuring puts Ryan on the wrong side of politics and he must decide whether to leave VC Brakes or stay with the losing initiative.
Keywords: organizational culture;
Quality Management;
crisis management;
change management;
human resource management;
Organizational Change and Adaptation;
Quality;
Change Management;
Leading Change;
Restructuring;
Management Practices and Processes;
Problems and Challenges;
Auto Industry;
Citation: Cespedes, Frank V., and Sunru Yong. " Andrew Ryan at VC Brakes." Harvard Business School Brief Case 913-552, January 2013.
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Supplement
| HBS Case Collection
|
2012
PV Technologies, Inc.: Were They Asleep at the Switch?, Spreadsheet for Instructors (Brief Case)
Frank Cespedes and Diane Badame
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Supplement
| HBS Case Collection
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2012
PV Technologies, Inc.: Were They Asleep at the Switch?, Spreadsheet for Students (Brief Case)
Frank Cespedes and Diane Badame
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Teaching Note
| HBS Case Collection
|
2012
PV Technologies, Inc.: Were They Asleep at the Switch? (Brief Case)
Frank Cespedes and Diane Badame
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Supplement
| HBS Case Collection
|
2012
Andrew Sullivan and Faraway Ltd (C): Anthony Pierce of John Lewis
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;
Citation: 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.
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Supplement
| HBS Case Collection
|
2012
Andrew Sullivan and Faraway Ltd (B): Sam Cartwright of Mothercare
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;
Sales;
Marketing;
Management;
Consumer Products Industry;
United Kingdom;
Citation: Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd (B): Sam Cartwright of Mothercare." Harvard Business School Supplement 813-105, November 2012.
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Case
| HBS Case Collection
|
2012
Andrew Sullivan and Faraway Ltd
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;
Marketing;
Sales;
Management;
Consumer Products Industry;
United Kingdom;
Citation: Cespedes, Frank V., and Alex Godden. "Andrew Sullivan and Faraway Ltd." Harvard Business School Case 813-104, November 2012.
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Case
| HBS Case Collection
|
2012
PV Technologies, Inc.: Were They Asleep at the Switch?
Frank V. Cespedes and Diane Badame
PV Technologies, Inc. is an industry-leading manufacturer of photovoltaic inverters used to convert the direct current output of solar panels into alternating current for the commercial power grid. In conjunction with a request for proposal, the company's largest customer performs a routine evaluation and ranks PV Technologies third behind two key competitors. The director of sales and marketing must weigh the possible consequences of the report on the company's reputation while considering an appropriate response. Students must complete a quantitative analysis of four possible courses of action and make a recommendation.
Keywords: Marketing Strategy;
Customer Relationship Management;
Competitive Strategy;
Product Marketing;
Energy Industry;
Technology Industry;
United States;
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Background Note
| HBS Case Collection
|
2012
(Revised from original 2011 version)
Customer Discovery and Validation for Entrepreneurs
Frank V. Cespedes, Thomas Eisenmann and Steven G. Blank
Provides practical guidelines for conducting market research to explore and validate demand for entrepreneurial offering. Explains how the research objectives of entrepreneurs might differ from those relevant to managers evaluating product or service offerings to established markets. For each of several research techniques, specifies conditions under which the technique is most likely to yield valuable insights; describes how the technique should be adapted for use in an entrepreneurial context; and offers tips and cautions about applying the technique. The techniques include customer surveys, usability tests, market trials, split tests, and Net Promoter Score. Appendices discuss the use of focus groups and conjoint analysis in an entrepreneurial context. The Note is therefore suitable for use in MBA, Executive Education, Field Study, or project contexts where the focus is startups, new business development, product development, or innovation.
Keywords: Customer Value and Value Chain;
Entrepreneurship;
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Background Note
| HBS Case Collection
|
2012
(Revised from original 2011 version)
Customer Visits for Entrepreneurs
Frank V. Cespedes
Provides practical guidelines for conducting customer visits to explore and validate demand for an entrepreneurial offering. Reviews conditions under which visits will yield superior insights, compared to other research methods. Describes criteria for selecting visit sites; how to plan for visits; how to conduct them most effectively; and how to debrief after visits. The note is therefore relevant to MBA, Executive Education, Field Study, or project contexts where the focus is startups, entrepreneurial management, new product development, business development, or innovation.
Keywords: Customers;
Entrepreneurship;
Citation: Cespedes, Frank V. " Customer Visits for Entrepreneurs." Harvard Business School Background Note 812-098, August 2012. (Revised from original November 2011 version.)
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Case
| HBS Case Collection
|
2011
(Revised from original 2008 version)
Olympia Machine Company, Inc.
Frank V. Cespedes and Benson P. Shapiro
The management team of an industrial equipment supplier is debating the company's method of compensating salespeople. Different executives have offered different alternatives to the current method of straight salary plus expenses. Each option has different implications for business strategy, organization, control systems, and sales management requirements. As a result, the case raises issues and analytics relevant to topics such as aligning strategy and organization, strategy implementation, and cross-functional incentive systems as well as sales management.
Keywords: Governance Controls;
Compensation and Benefits;
Mission and Purpose;
Salesforce Management;
Motivation and Incentives;
Business Strategy;
Industrial Products Industry;
Citation: Cespedes, Frank V., and Benson P. Shapiro. " Olympia Machine Company, Inc." Harvard Business School Case 708-490, August 2011. (Revised from original February 2008 version.)
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Background Note
| HBS Case Collection
|
2011
(Revised from original 2010 version)
Pricing, Profits, and Customer Value
Frank V. Cespedes, Benson P. Shapiro and Elliot B. Ross
This note discusses how some firms (start-ups and established companies) maximize customer value and profits via their pricing processes. It is aimed at companies that compete on the basis of performance initiatives rather than absolute cost advantages and low price. It is suitable for use in courses or modules in pricing, entrepreneurial management, strategy, or marketing.
Keywords: Customer Focus and Relationships;
Customer Value and Value Chain;
Cost;
Price;
Profit;
Performance Effectiveness;
Sales;
Competitive Strategy;
Citation: Cespedes, Frank V., Benson P. Shapiro, and Elliot B. Ross. " Pricing, Profits, and Customer Value." Harvard Business School Background Note 811-016, August 2011. (Revised from original September 2010 version.)
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Case
| HBS Case Collection
|
2011
(Revised from original 2008 version)
Curled Metal Inc.—Engineered Products Division
Benson P. Shapiro and Frank V. Cespedes
Curled Metal Incorporated has declining sales but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer benefits that are many times CMI's manufacturing costs. Joseph Fernandez and Rajiv Sanwal of CMI's Engineered Products Division are responsible for formulating a strategy for the new product. A key issue is the price to charge for the pads. The case raises issues of analyzing market potential, aligning price with business strategy, and the implications of a price on development and execution of integrated strategic options.
Keywords: Price;
Product Launch;
Product Positioning;
Business Strategy;
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Case
| HBS Case Collection
|
2010
(Revised from original 2008 version)
Hearts On Fire - Brand Development Manager
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;
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Case
| HBS Case Collection
|
2009
(Revised from original 2008 version)
Wal-Mart Stores in 2003 (Abridged Version)
Frank V. Cespedes
Examines Wal-Mart's development over three decades and provides financial and descriptive detail of its domestic operations. In 2003, Wal-Mart's Supercenter business has surpassed its domestic business as the largest generator of revenues. Its international operation seems poised to become the next growth driver for the company as it marches toward the trillion dollar sales mark. But problems are starting to surface even as the company is winning recognition as the number one company in the Fortune 500--unions keep pressuring Its minimum-wage employees and allegations of gender discrimination are alleged.
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Case
| HBS Case Collection
|
2009
(Revised from original 2008 version)
Cola Wars: Going Global
Frank V. Cespedes
This case is meant to be used in conjunction with the extant "Cola Wars" case studies. It outlines the global positions of Pepsi and Coca-Cola as of 2008 in the soft drink market, and then provides an overview of their competitive situations in three markets: Mexico, China, and India. The case raises the issue of whether any or all of these markets are a) structurally attractive for soft drink firms, and b) if so, how can Pepsi best "catch-up" with Coca-Cola in a given market.
Keywords: Global Strategy;
Globalized Firms and Management;
Industry Structures;
Competitive Strategy;
Competitive Advantage;
Food and Beverage Industry;
China;
India;
Mexico;
Citation: Cespedes, Frank V. " Cola Wars: Going Global." Harvard Business School Case 709-451, September 2009. (Revised from original December 2008 version.)
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Case
| HBS Case Collection
|
2009
Intuit
Frank V. Cespedes
This case study provides an overview of Intuit's growth and, in particular, the sales and service initiatives that historically fueled the company's growth from start-up to a corporation. It also outlines certain processes and cultural values, as well as specific employee and leadership behaviors, that provided the foundation for those initiatives.
Keywords: Entrepreneurship;
Product;
Service Delivery;
Business Processes;
Organizational Culture;
Sales;
Business Strategy;
Citation: Cespedes, Frank V. " Intuit." Harvard Business School Case 810-018, August 2009.
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Case
| HBS Case Collection
|
2012
(Revised from original 2009 version)
Cabot Pharmaceuticals, Inc.
Frank V. Cespedes and John T. Gourville
Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Marsh has had an uneven career with Cabot Pharmaceuticals and eventually is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and Cabot's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. The case raises issues in aligning strategy and sales systems, performance evaluation criteria, and on-going performance management processes in field selling situations.
Keywords: Customer Relationship Management;
Employees;
Resignation and Termination;
Performance Evaluation;
Salesforce Management;
Alignment;
Pharmaceutical Industry;
Citation: Cespedes, Frank V., and John T. Gourville. " Cabot Pharmaceuticals, Inc." Harvard Business School Case 510-030, August 2012. (Revised from original August 2009 version.)
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Teaching Note
| HBS Case Collection
|
2009
Curled Metal Inc. - Engineered Products Division (TN)
Frank V. Cespedes
Teaching Note for [709434].
Keywords: Sales;
Product Development;
Customers;
Business Divisions;
Price;
Business Strategy;
Cost;
Production;
Mining Industry;
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Teaching Note
| HBS Case Collection
|
2009
(Revised from original 2008 version)
The Springfield Nor'easters: Maximizing Revenues in the Minor Leagues (Brief Case)
Frank V. Cespedes, Christopher H. Lovelock and Laura Winig
Teaching Note for 2510
Keywords: Market research;
Quantitative analysis;
Consumer marketing;
Pricing strategy;
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Supplement
| HBS Case Collection
|
2009
Live Nation Faces the Music (B)
Stephen P. Bradley, Frank V. Cespedes and Kerry Herman
In 2008, concert producer and promoter Live Nation, faces a decision about its strategy in light of the tumultuous changes in the music industry and the increasing power of the major artists. As the music business once again recreates itself in response to new technologies and consumer needs, this major player is considering focusing on its principal business of concert booking and related revenue, or moving forward with its efforts to take advantage of new opportunities in the music industry by forging comprehensive, and often expensive, relationships with artists and other clients. The (B) case picks up Live Nation's activities from July 2008 through January 2009, as a supplement to Live Nation (A).
Keywords: Arts;
Transformation;
Revenue;
Framework;
Five Forces Framework;
Demand and Consumers;
Industry Structures;
Relationships;
Opportunities;
Power and Influence;
Business Strategy;
Music Industry;
Citation: Bradley, Stephen P., Frank V. Cespedes, and Kerry Herman. "Live Nation Faces the Music (B)." Harvard Business School Supplement 709-465, January 2009.
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Case
| HBS Case Collection
|
2006
(Revised from original version)
Peripheral Products Company: The 'Gray Market' for Disk Drives
Frank V. Cespedes
In mid-1985, the vice president of marketing for a large manufacturer of disk drives is considering how to deal with a growing "gray market" for his company's products. The case provides good background material on the evolution of gray markets throughout the disk drive industry, and raises related issues of pricing policies, distribution strategy, and sales force management. A condensed version of Note on the Disk Drive Industry, and Peripheral Products Co.
Keywords: Price;
Growth and Development;
Code Law;
Leadership;
Marketing;
Distribution;
Production;
Salesforce Management;
Strategy;
Distribution Industry;
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Background Note
| HBS Case Collection
|
2006
(Revised from original version)
Aspects of Sales Management: An Introduction
Frank V. Cespedes
Discusses certain general issues that affect sales-management requirements in most companies: 1) the nature of the salesperson's "boundary role" in the organization, and 2) the relevance and limits of compensation policies as a key means of affecting the salesperson's effective performance of that role. Also presents concepts and perspectives useful in analyzing sales situations encountered in case studies and on the job.
Keywords: Salesforce Management;
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Background Note
| HBS Case Collection
|
2006
(Revised from original version)
Managing Selling and the Salesperson
Frank V. Cespedes
Written for a module in the Marketing Implementation course (a second-year elective in the MBA program). Provides a brief introduction to common issues involved in recruiting, training, compensating, and evaluating field salespeople. Also offers questions to consider concerning these topics in case analysis.
Keywords: Salesforce Management;
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Background Note
| HBS Case Collection
|
2006
(Revised from original version)
Deployment, Focus, and Measuring Effectiveness
Frank V. Cespedes
Written for a module in the Marketing Implementation course (second-year MBA elective). Offers a framework for considering relevant factors that affect sales force deployment and criteria for measuring sales effectiveness and the conduct of field marketing efforts.
Keywords: Performance Effectiveness;
Sales;
Marketing;
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Background Note
| HBS Case Collection
|
2006
(Revised from original 1989 version)
Channel Management
Frank V. Cespedes
Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3) major factors that affect producer-reseller relations, and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems.
Keywords: Marketing Channels;
Citation: Cespedes, Frank V. " Channel Management." Harvard Business School Background Note 590-045, November 2006. (Revised from original October 1989 version.)
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Case
| HBS Case Collection
|
2000
(Revised from original 1991 version)
Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)
V. Kasturi Rangan and Frank V. Cespedes
Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's highly successful product policy and channel strategy. One of the company's largest customers threatens to leave them for refusing their "low-price" request. It is obvious to students that giving in to this customer's threat would compromise the company's "value-added" thrust, yet the potential business at stake makes it difficult to be inflexible.
Keywords: Business Divisions;
Customer Satisfaction;
Demand and Consumers;
Market Participation;
Distribution Channels;
Success;
Corporate Strategy;
Value Creation;
Health Industry;
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Teaching Note
| HBS Case Collection
|
1995
(Revised from original version)
Hammermill Paper Co., Teaching Note
Thomas J. Raymond and Frank V. Cespedes
Keywords: Pulp and Paper Industry;
Citation: Raymond, Thomas J., and Frank V. Cespedes. "Hammermill Paper Co., Teaching Note." Harvard Business School Teaching Note 380-020, July 1995. (Revised from original July 1979 version.)
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Teaching Note
| HBS Case Collection
|
1995
(Revised from original version)
Pepsi-Cola Fountain Beverage Division: Marketing Organization, Teaching Note
Frank V. Cespedes
Keywords: Marketing;
Organizational Structure;
Food and Beverage Industry;
Citation: Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Marketing Organization, Teaching Note." Harvard Business School Teaching Note 591-100, April 1995. (Revised from original March 1991 version.)
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Teaching Note
| HBS Case Collection
|
1995
(Revised from original 1995 version)
Astra/Merck Group TN
Frank V. Cespedes
Teaching Note for (9-594-045).
Keywords: Pharmaceutical Industry;
Citation: Cespedes, Frank V. " Astra/Merck Group TN." Harvard Business School Teaching Note 595-096, March 1995. (Revised from original February 1995 version.)
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Teaching Note
| HBS Case Collection
|
1995
Becton Dickinson and Company: Multidivisional Marketing Programs TN
Frank V. Cespedes
Teaching Note for (9-594-060).
Keywords: Health Industry;
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Case
| HBS Case Collection
|
1995
(Revised from original 1994 version)
Astra/Merck Group
Frank V. Cespedes and Marie Bell
Astra/Merck (A/M), originally a joint venture of AB Astra and Merck & Co., is preparing to be an independent company in 1993. Since the company does not engage in basic research and development of drugs, it is essentially a distribution organization. Fundamental to A/M's strategy is a new approach to the marketing of prescription drugs. The case outlines this approach, developments in the pharmaceuticals industry, and issues raised by A/M's attempts to implement a new marketing process in an industry where promotion-oriented "detailing" has dominated distribution practices.
Keywords: Cost vs Benefits;
Marketing Strategy;
Distribution;
Performance Evaluation;
Research and Development;
Risk and Uncertainty;
Sales;
Competitive Strategy;
Pharmaceutical Industry;
Citation: Cespedes, Frank V., and Marie Bell. " Astra/Merck Group." Harvard Business School Case 594-045, March 1995. (Revised from original March 1994 version.)
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Case
| HBS Case Collection
|
1995
(Revised from original version)
Dendrite International
Frank V. Cespedes and Marie Bell
Dendrite International is a $23 million (1992 revenues) supplier of sales automation software to pharmaceuticals companies in Europe, Japan, and the United States. The firm's strategy has depended on being a full-service supplier to multinational firms. Impending changes in the pharmaceuticals industry, as well as technological and competitive developments, have raised issues concerning the best means of future growth and accompanying account-management procedures.
Keywords: Accounting Audits;
Cost vs Benefits;
Forecasting and Prediction;
Marketing Strategy;
Risk and Uncertainty;
Sales;
Competitive Advantage;
Information Technology Industry;
Japan;
Europe;
United States;
Citation: Cespedes, Frank V., and Marie Bell. " Dendrite International." Harvard Business School Case 594-048, February 1995. (Revised from original October 1993 version.)
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Teaching Note
| HBS Case Collection
|
1995
Dendrite International TN
Frank V. Cespedes
Teaching Note for (9-594-048).
Keywords: Information Technology Industry;
Europe;
Japan;
United States;
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Case
| HBS Case Collection
|
1995
(Revised from original version)
MCI Vision (A) (Condensed)
Frank V. Cespedes
Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first quarter of 1991. A divisional vice president must analyze the situation and recommend appropriate actions.
Keywords: Change Management;
Cost vs Benefits;
Decision Choices and Conditions;
Goals and Objectives;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Product;
Sales;
Competitive Strategy;
Valuation;
Citation: Cespedes, Frank V. " MCI Vision (A) (Condensed)." Harvard Business School Case 594-057, February 1995. (Revised from original October 1993 version.)
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Case
| HBS Case Collection
|
1995
(Revised from original version)
Hammermill Paper Co.
Thomas J. Raymond and Frank V. Cespedes
Keywords: Pulp and Paper Industry;
Citation: Raymond, Thomas J., and Frank V. Cespedes. " Hammermill Paper Co." Harvard Business School Case 380-014, January 1995. (Revised from original July 1979 version.)
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Case
| HBS Case Collection
|
1994
(Revised from original version)
Becton Dickinson & Co.: Multidivisional Marketing Programs
Frank V. Cespedes
In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.
Keywords: Marketing Communications;
Accounting Audits;
Management;
Supply Chain Management;
Organizations;
Sales;
Change Management;
Health Industry;
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Case
| HBS Case Collection
|
1994
(Revised from original 1992 version)
Becton Dickinson Division: Marketing Organization
Frank V. Cespedes
The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case decisions are: 1) whether to hire an additional manager; and 2) if so, what should be the role and responsibilities of a new manager within the marketing organization. Industry developments, budgetary considerations, and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation.
Keywords: Business Conglomerates;
Health Care and Treatment;
Human Resources;
Recruitment;
Selection and Staffing;
Managerial Roles;
Product Marketing;
Measurement and Metrics;
Organizational Structure;
Strategy;
Consumer Products Industry;
Health Industry;
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Case
| HBS Case Collection
|
1994
(Revised from original version)
Westinghouse Electric Corp. (A)
Frank V. Cespedes
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Case
| HBS Case Collection
|
1994
(Revised from original version)
Actmedia, Inc.
Frank V. Cespedes
Keywords: Marketing;
Sales;
Management;
Advertising Industry;
Citation: Cespedes, Frank V. " Actmedia, Inc." Harvard Business School Case 588-036, September 1994. (Revised from original November 1987 version.)
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Case
| HBS Case Collection
|
1994
(Revised from original 1993 version)
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction
Frank V. Cespedes and Marie Bell
The marketing manager for the Imaging Systems business unit (ISY) at Hewlett-Packard Medical Products Group is considering channel strategy and channel management issues raised by the upcoming introduction of a new cardiac imaging product. Product marketing's plans call for the use of indirect distribution channels to enter a new segment; important managers in ISY's direct sales force disagree.
Keywords: Marketing Channels;
Product Marketing;
Product Launch;
Market Entry and Exit;
Distribution Channels;
Sales;
Competitive Strategy;
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Teaching Note
| HBS Case Collection
|
1994
Packaged Products Company: Handy-Pak Introduction (TN)
Frank V. Cespedes
Teaching Note for (9-593-057).
Keywords: Service Industry;
Consumer Products Industry;
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Teaching Note
| HBS Case Collection
|
1994
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction TN
Frank V. Cespedes
Teaching Note for (9-593-080).
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Case
| HBS Case Collection
|
1994
(Revised from original version)
MEM Company, Inc.: English Leather
Frank V. Cespedes and Laura Goode
In 1992, the president of MEM (a producer of personal care products, including men's fragrances) considered a redeployment of field sales efforts and changes in sales compensation policies. Any changes, moreover, must consider the context of strategic decisions concerning English Leather, the firm's major product line. The case provides data concerning consumer behavior and attitudes in the product category, as well as information concerning how changes in competition and distribution channels affect the brand.
Keywords: Change Management;
Decision Choices and Conditions;
Brands and Branding;
Product Positioning;
Consumer Behavior;
Distribution Channels;
Business Strategy;
Consumer Products Industry;
Citation: Cespedes, Frank V., and Laura Goode. " MEM Company, Inc.: English Leather." Harvard Business School Case 593-035, July 1994. (Revised from original September 1992 version.)
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Case
| HBS Case Collection
|
1994
(Revised from original version)
Packaged Products Company: Handy-Pak Introduction
Frank V. Cespedes and Laura Goode
The product manager and the market research director for a new line of snacking nuts are reviewing options concerning the upcoming roll-out of the product. These options include changes in pricing, promotional plans, and salesforce incentives intended to build support for the products across the various distribution and trade channels required for targeted sales goals.
Keywords: Price;
Marketing;
Marketing Channels;
Product Launch;
Distribution;
Planning;
Research and Development;
Sales;
Salesforce Management;
Alignment;
Consumer Products Industry;
Service Industry;
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Case
| HBS Case Collection
|
1994
(Revised from original version)
IBM: Assistant General Manager of Marketing (A)
Frank V. Cespedes
Keywords: Marketing;
Computer Industry;
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Teaching Note
| HBS Case Collection
|
1993
(Revised from original 1992 version)
MCI Vision (A) or (A) (Condensed), (B),(C) TN
Frank V. Cespedes
Teaching Note for (9-592-083), (9-594-057), (9-592-084), and (9-592-085).
Keywords: Telecommunications Industry;
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Case
| HBS Case Collection
|
1993
(Revised from original version)
MCI Communications Corporation: National Accounts Program (Condensed)
Frank V. Cespedes
Concerns the early stages of a major-account program at MCI, a telecommunications firm seeking to penetrate the corporate-account market. Among the issues are: 1) coordination of field sales efforts with national account selling efforts; 2) sales strategy for major accounts; and 3) core sales-management decisions: the selection of account teams, demarcation of account responsibilities, compensation plans, and training issues.
Keywords: Accounting;
Decision Choices and Conditions;
Training;
Compensation and Benefits;
Management Practices and Processes;
Marketing Strategy;
Groups and Teams;
Sales;
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Case
| HBS Case Collection
|
1993
(Revised from original 2009 version)
Cooper Pharmaceuticals, Inc.
Frank V. Cespedes
Traces the 12-year career of a pharmaceutical salesperson, Bob Marsh, from recruitment to termination. Mr. Marsh has had an uneven career with Cooper Pharmaceuticals, Inc. (CPI) and, after a probationary period, is asked to resign. Following his termination, a number of Marsh's former customers complain vigorously, and CPI's vice president of sales is asked to investigate the matter and to decide what, if anything, to do about it. A rewritten version of an earlier case by D.A. Newton.
Keywords: Decision Making;
Resignation and Termination;
Personal Development and Career;
Problems and Challenges;
Core Relationships;
Citation: Cespedes, Frank V. " Cooper Pharmaceuticals, Inc." Harvard Business School Case 590-111, October 1993. (Revised from original May 1990 version.)
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Case
| HBS Case Collection
|
1993
(Revised from original 1985 version)
Turner Construction Co.
Frank V. Cespedes
In June, 1984, a vice president at Turner Construction Co. must decide whether to approve a construction project being considered by one of Turner's territorial offices and how to manage that territory general manager's apparent reluctance to pursue another account that has important strategic value for Turner. A key issue is the appropriate marketing organization for the firm: Turner is highly decentralized geographically (in order to maximize operating efficiencies and presence in local markets), but buying behavior in some important market segments is increasingly national and centralized. The case also provides much information about the selling process and account/project management tasks in the general contracting business.
Keywords: Organizational Structure;
Projects;
Market Entry and Exit;
Integration;
Contracts;
Marketing Strategy;
Sales;
Business or Company Management;
Business Offices;
Geographic Location;
Construction Industry;
Citation: Cespedes, Frank V. " Turner Construction Co." Harvard Business School Case 585-031, June 1993. (Revised from original January 1985 version.)
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Case
| HBS Case Collection
|
1993
(Revised from original version)
Cox Cable (A)
Frank V. Cespedes
Keywords: Telecommunications Industry;
Citation: Cespedes, Frank V. " Cox Cable (A)." Harvard Business School Case 586-045, June 1993. (Revised from original April 1986 version.)
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Case
| HBS Case Collection
|
1993
(Revised from original version)
MCI Telecommunications Corp.: VNET (A)
Frank V. Cespedes
Keywords: Telecommunications Industry;
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Teaching Note
| HBS Case Collection
|
1993
MEM Company, Inc.: English Leather TN
Frank V. Cespedes
Teaching Note for (9-593-035).
Keywords: Consumer Products Industry;
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Teaching Note
| HBS Case Collection
|
1993
American Mobile Satellite Corp., Teaching Note
Frank V. Cespedes
Teaching Note for (9-593-038).
Keywords: Communications Industry;
Information Technology Industry;
United States;
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Case
| HBS Case Collection
|
1993
(Revised from original version)
American Mobile Satellite Corporation
Frank V. Cespedes and Laura Goode
American Mobile Satellite Corp. (AMSC) has a license to provide wireless mobile communications via satellite throughout the United States and 200 miles of coastal waters. The first satellite launch is scheduled for 1994 and, in the interim, AMSC is providing limited services via another company's satellites. In mid-1992, AMSC's president is making decisions concerning AMSC's marketing program, including the nature of distribution channels for AMSC services and whether to add high-speed data capabilities to AMSC's product line. A key tension in this case involves the need to maximize capacity utilization of AMSC's satellite (via multiple services and distribution channels) versus the need to focus limited engineering and other product-development resources in a young, resource-constrained company. Illustrates the interdependent nature of product policy, channel, and sales-strategy decisions, while also illustrating typical differences between marketing/sales and product development/engineering in an emerging, technology-sensitive marketplace.
Keywords: Wireless Technology;
Decisions;
Distribution Channels;
Marketing Strategy;
Product Development;
Sales;
Emerging Markets;
Resource Allocation;
Performance Capacity;
Communications Industry;
Information Technology Industry;
United States;
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Teaching Note
| HBS Case Collection
|
1993
Becton Dickinson Division: Marketing Organization TN
Frank V. Cespedes
Teaching Note for (9-593-070).
Keywords: Health Industry;
Consumer Products Industry;
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Teaching Note
| HBS Case Collection
|
1993
Managing Sales Interfaces: Course Module, Instructor's Overview
Frank V. Cespedes
Keywords: Sales;
Salesforce Management;
Citation: Cespedes, Frank V. "Managing Sales Interfaces: Course Module, Instructor's Overview." Harvard Business School Teaching Note 593-089, March 1993.
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Case
| HBS Case Collection
|
1993
(Revised from original version)
Amerisource
Frank V. Cespedes
Citation: Cespedes, Frank V. " Amerisource." Harvard Business School Case 587-044, February 1993. (Revised from original July 1986 version.)
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Case
| HBS Case Collection
|
1992
(Revised from original version)
MCI Vision (A)
Frank V. Cespedes
This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI. This case concerns a division's attempts to improve Vision's sales in 1991. Options being considered range from revised pricing policies to new customer and salesforce promotions. Illustrates issues concerning the nature of inter-product competition for field sales time and attention, and the coordination issues that arise between corporate and field marketing units. More generally, the cases are a good vehicle for discussing 1) product-sales-service linkages in a rapidly changing business and in a company with few formal barriers between these functions, and 2) issues involved in introducing new products and new selling strategies where field applications development is a key task.
Keywords: Change Management;
Marketing Strategy;
Product Launch;
Product Development;
Groups and Teams;
Sales;
Opportunities;
Competitive Strategy;
Citation: Cespedes, Frank V. " MCI Vision (A)." Harvard Business School Case 592-083, December 1992. (Revised from original February 1992 version.)
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Supplement
| HBS Case Collection
|
1992
(Revised from original version)
MCI Vision (B)
Frank V. Cespedes
Supplements the (A) case. Designed as an in-class handout.
Keywords: Telecommunications Industry;
Citation: Cespedes, Frank V. " MCI Vision (B)." Harvard Business School Supplement 592-084, December 1992. (Revised from original February 1992 version.)
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Teaching Note
| HBS Case Collection
|
1992
(Revised from original version)
IBM: Assistant General Manager of Marketing TN
Frank V. Cespedes
Keywords: Marketing;
Information Technology Industry;
Citation: Cespedes, Frank V. "IBM: Assistant General Manager of Marketing TN." Harvard Business School Teaching Note 593-055, November 1992. (Revised from original November 1992 version.)
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Background Note
| HBS Case Collection
|
1992
Managing Sales Interfaces: Developments in Practice
Frank V. Cespedes
Keywords: Salesforce Management;
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Background Note
| HBS Case Collection
|
1992
Managing Sales Interfaces: Organizational Factors
Frank V. Cespedes
Keywords: Salesforce Management;
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Case
| HBS Case Collection
|
1992
(Revised from original version)
MCI Telecommunications Corp. (A): Corporate and Marketing Strategy
John F. Cady and Frank V. Cespedes
Keywords: Corporate Strategy;
Marketing Strategy;
Telecommunications Industry;
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Case
| HBS Case Collection
|
1992
(Revised from original version)
MCI Telecommunications Corp. (C): Data Communications Market Opportunity Assessment
John F. Cady and Frank V. Cespedes
Keywords: Market Entry and Exit;
Communication Technology;
Telecommunications Industry;
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Case
| HBS Case Collection
|
1992
(Revised from original version)
Carolina Power & Light Co.: Customer and Operating Services Group
Frank V. Cespedes
Keywords: Customer Relationship Management;
Energy Industry;
United States;
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Supplement
| HBS Case Collection
|
1992
MCI Vision (C)
Frank V. Cespedes
Supplements the (A) case. Designed as an in-class handout.
Citation: Cespedes, Frank V. " MCI Vision (C)." Harvard Business School Supplement 592-085, February 1992.
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Case
| HBS Case Collection
|
1992
IBM: Assistant General Manager of Marketing (B)
Frank V. Cespedes
Keywords: Marketing;
Computer Industry;
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Background Note
| HBS Case Collection
|
1992
Managing Sales Interfaces: An Introduction
Frank V. Cespedes
Concerns issues involved in coordinating sales efforts with product management and customer service activities. First, discusses environmental factors that increase integration requirements among these groups, and why these factors make the field sales force a crucial crossroad in organizing and implementing marketing efforts. Second, outlines some common roles, responsibilities, and interdependencies among product, sales, and service groups in the marketing organization.
Keywords: Product Marketing;
Social Marketing;
Multi-Sided Platforms;
Groups and Teams;
Salesforce Management;
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Teaching Note
| HBS Case Collection
|
1991
Procter & Gamble Co. (A), Teaching Note
Frank V. Cespedes
Teaching Note for (9-584-047).
Keywords: Advertising;
Brands and Branding;
Product Positioning;
Product Launch;
Consumer Products Industry;
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Teaching Note
| HBS Case Collection
|
1991
Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note
Frank V. Cespedes
Keywords: Food and Beverage Industry;
Citation: Cespedes, Frank V. "Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note." Harvard Business School Teaching Note 591-101, March 1991.
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Teaching Note
| HBS Case Collection
|
1991
Imperial Distributors, Inc. (B), Teaching Note
Frank V. Cespedes
Keywords: Distribution Industry;
Citation: Cespedes, Frank V. "Imperial Distributors, Inc. (B), Teaching Note." Harvard Business School Teaching Note 591-091, February 1991.
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Teaching Note
| HBS Case Collection
|
1991
Carolina Power & Light Co., Teaching Note
Frank V. Cespedes
Keywords: Utilities Industry;
North Carolina;
South Carolina;
Citation: Cespedes, Frank V. "Carolina Power & Light Co., Teaching Note." Harvard Business School Teaching Note 591-096, February 1991.
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Teaching Note
| HBS Case Collection
|
1991
Imperial Distributors, Inc. (A), Teaching Note
Frank V. Cespedes
Keywords: Distribution Industry;
Citation: Cespedes, Frank V. "Imperial Distributors, Inc. (A), Teaching Note." Harvard Business School Teaching Note 591-090, February 1991.
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Teaching Note
| HBS Case Collection
|
1991
Frito-Lay, Inc. (A), Teaching Note
Frank V. Cespedes
Keywords: Food and Beverage Industry;
Citation: Cespedes, Frank V. "Frito-Lay, Inc. (A), Teaching Note." Harvard Business School Teaching Note 591-087, February 1991.
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Teaching Note
| HBS Case Collection
|
1991
Capital Cities/ABC, Inc: Spot Sales, Teaching Note
Frank V. Cespedes
Keywords: Media and Broadcasting Industry;
Citation: Cespedes, Frank V. "Capital Cities/ABC, Inc: Spot Sales, Teaching Note." Harvard Business School Teaching Note 591-083, January 1991.
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Teaching Note
| HBS Case Collection
|
1991
(Revised from original version)
Peripheral Products Co.: The ""Gray Market"" for Disk Drives, Teaching Note
Frank V. Cespedes
Teaching Note for (9-586-124).
Keywords: Computer Industry;
Citation: Cespedes, Frank V. Peripheral Products Co.: The " "Gray Market"" for Disk Drives, Teaching Note. Harvard Business School Teaching Note 587-123, January 1991. (Revised from original February 1987 version.)
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Teaching Note
| HBS Case Collection
|
1991
Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note
Frank V. Cespedes
Keywords: International Relations;
Computer Industry;
Citation: Cespedes, Frank V. "Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note." Harvard Business School Teaching Note 591-070, January 1991.
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Teaching Note
| HBS Case Collection
|
1991
MCI Telecommunications Corp.: VNET (A), (B), and (C), Teaching Note
Frank V. Cespedes
Keywords: Telecommunications Industry;
Citation: Cespedes, Frank V. "MCI Telecommunications Corp.: VNET (A), (B), and (C), Teaching Note." Harvard Business School Teaching Note 591-064, January 1991.
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Teaching Note
| HBS Case Collection
|
1991
MCI Communications Corp.: National Accounts Program, Teaching Note
Frank V. Cespedes
Keywords: Telecommunications Industry;
Citation: Cespedes, Frank V. "MCI Communications Corp.: National Accounts Program, Teaching Note." Harvard Business School Teaching Note 591-059, January 1991.
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Teaching Note
| HBS Case Collection
|
1990
Actmedia, Inc., Teaching Note
Frank V. Cespedes
Citation: Cespedes, Frank V. "Actmedia, Inc., Teaching Note." Harvard Business School Teaching Note 591-034, December 1990.
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Teaching Note
| HBS Case Collection
|
1990
Cole National Corp.: Turnover, Teaching Note
Frank V. Cespedes
Keywords: Retention;
Citation: Cespedes, Frank V. "Cole National Corp.: Turnover, Teaching Note." Harvard Business School Teaching Note 591-048, November 1990.
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Teaching Note
| HBS Case Collection
|
1990
Dorio Printing Co., Teaching Note
Frank V. Cespedes
Keywords: Publishing Industry;
Citation: Cespedes, Frank V. "Dorio Printing Co., Teaching Note." Harvard Business School Teaching Note 591-039, October 1990.
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Teaching Note
| HBS Case Collection
|
1990
Cooper Pharmaceuticals, Inc., Teaching Note
Frank V. Cespedes
Teaching Note for (9-590-111).
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Teaching Note
| HBS Case Collection
|
1990
General Electric: Customer Service, Teaching Note
Frank V. Cespedes
Keywords: Customers;
Electronics Industry;
Citation: Cespedes, Frank V. "General Electric: Customer Service, Teaching Note." Harvard Business School Teaching Note 590-030, February 1990.
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Becton Dickinson & Co.: VACUTAINER Systems Division
Frank V. Cespedes
Concerns negotiations between managers of Becton Dickinson's (BD) VACUTAINER division (which manufactures and sells blood collection products) and managers of a large hospital buying group. Recent changes in the health care industry are the background for the negotiations, which involve the buying group's attempt to negotiate both lower prices and different distribution terms with BD. The case provides background information about important industry changes and the previous history of purchasing and negotiations among BD, the buying group, and important distributors. As well as a pricing-negotiations case, it is a good vehicle for raising issues concerning what factors affect the balance of power in channel relations.
Keywords: Distribution;
Negotiation Participants;
Negotiation Process;
Price;
Sales;
Manufacturing Industry;
Medical Devices and Supplies Industry;
Health Industry;
United States;
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Background Note
| HBS Case Collection
|
1989
Customer Service
Frank V. Cespedes
Keywords: Customers;
Citation: Cespedes, Frank V. " Customer Service." Harvard Business School Background Note 590-055, November 1989.
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Honeywell, Inc.: International Organization for Commercial Avionics (A)
Frank V. Cespedes
Keywords: Air Transportation Industry;
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Pepsi-Cola Fountain Beverage Division: Tea Breeze
Frank V. Cespedes
Keywords: Food and Beverage Industry;
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Background Note
| HBS Case Collection
|
1989
(Revised from original version)
Aspects of Marketing Organization: An Introduction
Frank V. Cespedes
Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities.
Keywords: Marketing Strategy;
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Background Note
| HBS Case Collection
|
1989
Key Interfaces
Frank V. Cespedes
Citation: Cespedes, Frank V. " Key Interfaces." Harvard Business School Background Note 590-054, October 1989.
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Background Note
| HBS Case Collection
|
1989
Organizing and Implementing the Marketing Effort: Course Overview
Frank V. Cespedes
Keywords: Marketing;
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Background Note
| HBS Case Collection
|
1989
Aspects of Sales Management: Key Themes
Frank V. Cespedes
Keywords: Salesforce Management;
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Background Note
| HBS Case Collection
|
1989
Managing Major Accounts
Frank V. Cespedes
Written as an introduction to a module in the second-year MBA course, Marketing Implementation. Discusses issues encountered in the selling and management of major accounts. The topics covered include: 1) reasons for the increasing importance of major account management in sales management and marketing strategy, 2) a framework for account selection, 3) a review of concepts useful in analyzing buying behavior in major-account sales situations, 4) an overview of stages in the development of buyer-seller relationships, and 5) key issues in sales coordination.
Keywords: Accounting Audits;
Marketing;
Marketing Strategy;
Consumer Behavior;
Market Participation;
Relationships;
Salesforce Management;
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Teaching Note
| HBS Case Collection
|
1989
(Revised from original version)
Alloy Rods Corp., Teaching Note
Frank V. Cespedes
Teaching Note for (9-586-046).
Keywords: Metals and Minerals;
Industrial Products Industry;
Citation: Cespedes, Frank V. " Alloy Rods Corp., Teaching Note." Harvard Business School Teaching Note 588-076, October 1989. (Revised from original May 1988 version.)
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Teaching Note
| HBS Case Collection
|
1989
(Revised from original version)
Becton Dickinson & Co.: VACUTAINER Systems Division, Teaching Note
Frank V. Cespedes
Teaching Note for (9-587-085).
Keywords: Medical Devices and Supplies Industry;
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Teaching Note
| HBS Case Collection
|
1989
(Revised from original version)
Westinghouse Electric Corp. (A) and (B), Teaching Note
Frank V. Cespedes
Keywords: Electronics Industry;
Citation: Cespedes, Frank V. "Westinghouse Electric Corp. (A) and (B), Teaching Note." Harvard Business School Teaching Note 589-012, October 1989. (Revised from original July 1988 version.)
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Case
| HBS Case Collection
|
1989
Cole National Corp.: Turnover
Frank V. Cespedes
The Consumer Products Division of Cole National Corp. sells keys, pocket knives, and plastic letters, numbers, and signs to 56,000 retailers who then sell them to consumers. The case describes Cole's marketing strategy, sales organization, turnover problem, and typical sales call patterns. The issue in the case, as management sees it, is either to reduce turnover in the field salesforce or to change the firm's marketing strategy. A rewritten version of two earlier cases.
Keywords: Marketing Strategy;
Sales;
Salesforce Management;
Employee Relationship Management;
Consumer Products Industry;
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Dorio Printing Co.
Frank V. Cespedes
Keywords: Publishing Industry;
Citation: Cespedes, Frank V. " Dorio Printing Co." Harvard Business School Case 588-034, August 1989. (Revised from original November 1987 version.)
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Imperial Distributors, Inc. (B)
Frank V. Cespedes
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Case
| HBS Case Collection
|
1989
(Revised from original 1986 version)
Alloy Rods Corp.
Frank V. Cespedes
In July of 1985 the managers of Alloy Rods (who recently purchased the company through a leveraged buyout arrangement) find that their chief competitor (a company more than 6 times as large as Alloy Rods) has introduced a new product clearly aimed at Alloy's most profitable market segment. Management must frame a response, and a prime focus of the battle will be among distributors. Provides an excellent vehicle for comparing very different channel strategy and channel management philosophies, and also confronts students with the necessity of developing implementable marketing programs within the context of a financially-constrained organization.
Keywords: Leveraged Buyouts;
Business Strategy;
Business or Company Management;
Financial Strategy;
Marketing Strategy;
Marketing Channels;
Product Development;
Citation: Cespedes, Frank V. " Alloy Rods Corp." Harvard Business School Case 586-046, May 1989. (Revised from original April 1986 version.)
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Case
| HBS Case Collection
|
1989
(Revised from original version)
Westinghouse Electric Corp. (B): Control House
Frank V. Cespedes
Keywords: Electronics Industry;
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Teaching Note
| HBS Case Collection
|
1988
Marketing Organization Course Module, Instructor's Overview
Frank V. Cespedes
Keywords: Marketing Strategy;
Citation: Cespedes, Frank V. "Marketing Organization Course Module, Instructor's Overview." Harvard Business School Teaching Note 589-077, December 1988.
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Teaching Note
| HBS Case Collection
|
1988
IBM Marketing Organization (A) and (B), Teaching Note
Frank V. Cespedes
Keywords: Marketing;
Citation: Cespedes, Frank V. "IBM Marketing Organization (A) and (B), Teaching Note." Harvard Business School Teaching Note 589-067, November 1988.
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Case
| HBS Case Collection
|
1988
Pepsi-Cola Fountain Beverage Division: Marketing Organization
Frank V. Cespedes
Keywords: Marketing;
Marketing Channels;
Food and Beverage Industry;
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Case
| HBS Case Collection
|
1988
Honeywell, Inc.: International Organization for Commercial Avionics (B)
Frank V. Cespedes
Keywords: Change Management;
Marketing;
Global Range;
Aerospace Industry;
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Teaching Note
| HBS Case Collection
|
1988
Amerisource, Teaching Note
Frank V. Cespedes
Citation: Cespedes, Frank V. "Amerisource, Teaching Note." Harvard Business School Teaching Note 589-037, August 1988.
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Background Note
| HBS Case Collection
|
1988
Marketing Implementation, Course Overview
Frank V. Cespedes
Keywords: Marketing;
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Case
| HBS Case Collection
|
1988
(Revised from original version)
Imperial Distributors, Inc. (A)
Frank V. Cespedes
-
Case
| HBS Case Collection
|
1988
Capital Cities/ABC, Inc: Spot Sales
Frank V. Cespedes
Keywords: Advertising;
Strategy;
Marketing;
Media and Broadcasting Industry;
-
Supplement
| HBS Case Collection
|
1988
MCI Telecommunications Corp.: VNET (B)
Frank V. Cespedes
Keywords: Telecommunications Industry;
-
Supplement
| HBS Case Collection
|
1988
MCI Telecommunications Corp.: VNET (C)
Frank V. Cespedes
Keywords: Telecommunications Industry;
-
Case
| HBS Case Collection
|
1988
IBM Marketing Organization (A): Changes in Structure
Frank V. Cespedes
Keywords: Marketing Strategy;
Information Technology Industry;
-
Case
| HBS Case Collection
|
1988
IBM Marketing Organization (B): Process
Frank V. Cespedes
Keywords: Marketing Strategy;
Information Technology Industry;
-
Case
| HBS Case Collection
|
1988
General Electric: Customer Service
Frank V. Cespedes
Keywords: Customer Focus and Relationships;
-
Case
| HBS Case Collection
|
1987
International Business Machines: Changes in Marketing Organization
Frank V. Cespedes
Keywords: Organizational Change and Adaptation;
Marketing;
Computer Industry;
Information Technology Industry;
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Case
| HBS Case Collection
|
1987
(Revised from original 1986 version)
Fieldcrest Division of Fieldcrest Mills, Inc.: Compensation System for Field Sales Representatives
Frank V. Cespedes
Focuses on the compensation plan for Fieldcrest sales representatives. Management is reviewing the structure of the plan and must decide how to establish compensation goals and guidelines for the following year so that sales efforts are allocated among products and/or accounts in the best manner. Provides information about the industry, the competitive environment, recent market developments, and the details of the compensation plan as well as comments by managers and salespeople.
Keywords: Markets;
Competitive Strategy;
Compensation and Benefits;
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Teaching Note
| HBS Case Collection
|
1987
Cox Cable (A) and (B), Teaching Note
Frank V. Cespedes
Keywords: Media and Broadcasting Industry;
Citation: Cespedes, Frank V. "Cox Cable (A) and (B), Teaching Note." Harvard Business School Teaching Note 587-181, June 1987.
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Case
| HBS Case Collection
|
1987
(Revised from original version)
MCI Communications Corp.: National Accounts Program
Frank V. Cespedes
Keywords: Telecommunications Industry;
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Teaching Note
| HBS Case Collection
|
1986
Turner Construction Co., Teaching Note
Frank V. Cespedes
Teaching Note for (9-585-031).
Keywords: Construction Industry;
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Case
| HBS Case Collection
|
1986
Cox Cable (B)
Frank V. Cespedes
Keywords: Media and Broadcasting Industry;
Citation: Cespedes, Frank V. " Cox Cable (B)." Harvard Business School Case 587-054, August 1986.
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Case
| HBS Case Collection
|
1986
(Revised from original version)
Cole National Corp. (D): Field Sales Organization
Frank V. Cespedes
Keywords: Sales;
Marketing Strategy;
-
Background Note
| HBS Case Collection
|
1985
Note on the Disk Drive Industry--1985
Frank V. Cespedes
Keywords: Computer Industry;
-
Case
| HBS Case Collection
|
1985
Peripheral Products Co.
Frank V. Cespedes
Keywords: Distribution Channels;
Distribution;
Planning;
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Case
| HBS Case Collection
|
1985
(Revised from original version)
Springs Industries: Apparel Fabrics Division
Frank V. Cespedes
Keywords: Apparel and Accessories Industry;
-
Case
| HBS Case Collection
|
1985
Cole National Corp. (C): Consumer Products Division
Frank V. Cespedes
Keywords: Consumer Products Industry;
-
Teaching Note
| HBS Case Collection
|
1984
(Revised from original version)
Springs Industries: Apparel Fabrics Division, Teaching Note
Frank V. Cespedes
Keywords: Apparel and Accessories Industry;
Citation: Cespedes, Frank V. "Springs Industries: Apparel Fabrics Division, Teaching Note." Harvard Business School Teaching Note 584-144, July 1984. (Revised from original May 1984 version.)
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Case
| HBS Case Collection
|
1983
(Revised from original version)
Pixley-Richards, Inc.
John F. Cady and Frank V. Cespedes
Citation: Cady, John F., and Frank V. Cespedes. " Pixley-Richards, Inc." Harvard Business School Case 582-063, September 1983. (Revised from original November 1981 version.)
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Case
| HBS Case Collection
|
1983
(Revised from original version)
E.T. Phone Home, Inc.: Forecasting Business Demand
John F. Cady and Frank V. Cespedes
Describes a process for forecasting market demand for an emerging technology--cellular radio. The student must critically evaluate the demand model and the market estimates, and modify them as appropriate in order to develop a marketing plan and budget.
Keywords: Budgets and Budgeting;
Forecasting and Prediction;
Marketing Strategy;
Demand and Consumers;
Business Processes;
Technology;
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Background Note
| HBS Case Collection
|
1983
Brave New World: Note on the Data Communications Marketplace--1983
John F. Cady and Frank V. Cespedes
Keywords: Information Industry;
-
Supplement
| HBS Case Collection
|
1982
MCI Telecommunications Corp. (A2)
John F. Cady and Frank V. Cespedes
Keywords: Telecommunications Industry;
-
Background Note
| HBS Case Collection
|
1982
Busy Signals: Telecommunications in Transition
John F. Cady and Frank V. Cespedes
Keywords: Telecommunications Industry;
-
Supplement
| HBS Case Collection
|
1982
MCI Telecommunications Corp. (A1)
John F. Cady and Frank V. Cespedes
Keywords: Telecommunications Industry;
-
Case
| HBS Case Collection
|
1982
MCI Telecommunications Corp. (B): Customer Service Strategy and Organization
John F. Cady and Frank V. Cespedes
Keywords: Customer Relationship Management;
Customer Focus and Relationships;
Strategy;
Telecommunications Industry;
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Other Unpublished Work
| 2007
New Frontiers in Strategy: Ambrosetti Forum
Frank V. Cespedes
Keywords: Strategy;
Citation: Cespedes, Frank V. "New Frontiers in Strategy: Ambrosetti Forum." Milan, Italy, December 2007.
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Other Unpublished Work
| 2005
Coordinating Sales and Markeing: Why, Why Not, and Now What?
Frank V. Cespedes
Keywords: Sales;
Marketing;
Strategy;
Citation: Cespedes, Frank V. "Coordinating Sales and Markeing: Why, Why Not, and Now What?" January 2005. (Presented and published by the Marketing Science Institute.)
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Other Unpublished Work
| 2003
New Horizons in Selling and Sales Management
Frank V. Cespedes
Keywords: Salesforce Management;
Citation: Cespedes, Frank V. "New Horizons in Selling and Sales Management." American Marketing Association Series, American Marketing Association, January 2003.
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Other Unpublished Work
| 1996
Value-Added: How Your Customers Can Grasp It
Frank V. Cespedes
Keywords: Value Creation;
Customers;
Citation: Cespedes, Frank V. "Value-Added: How Your Customers Can Grasp It." The Marketing Report Series, December 1996.
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