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  • February 1992 (Revised December 1992)
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MCI Vision (A)

By: Frank V. Cespedes
  • Format:Print
  • | Pages:24
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Abstract

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, February 1992. (Revised December 1992.)
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About The Author

Frank V. Cespedes

Entrepreneurial Management
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More from the Author
  • Belden and Digital Transformation: From Product Sales to Solutions Sales By: Frank V. Cespedes and Amy Klopfenstein
  • Using Simulations to Upskill Employees By: Frank V. Cespedes, Trond Aas, Alex Hunt and Huw Newton-Hill
  • Aphro Beverages By: Frank V. Cespedes and Amram Migdal
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