Strategic Sales Management: A Boardroom Issue

Benson P. Shapiro; Stephen X. Doyle; Adrian J. Slywotsky

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Background Note | HBS Case Collection | November 1994 (Revised May 1998)

Strategic Sales Management: A Boardroom Issue

by Benson P. Shapiro, Stephen X. Doyle and Adrian J. Slywotsky

Abstract

Explains why sales management has become an increasingly important and complex topic for top managers. Demonstrates the financial impact of a superior salesforce and then describes a way to gain superiority. The focus is on a salesforce that is responsive to customer needs and competing imperatives. Organization and management receive careful attention.

Keywords: Salesforce Management; Strategy;

Format: Print

23 pages

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Citation:

Shapiro, Benson P., Stephen X. Doyle, and Adrian J. Slywotsky. "Strategic Sales Management: A Boardroom Issue." Harvard Business School Background Note 595-018, November 1994. (Revised May 1998.)

About the Author

Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus

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Case | HBS Case Collection | February 2018

Wiikano Orchards

Benson P. Shapiro and Katherine B. Hartman

Wiikano Orchards, a family-owned business, faces declining demand in a commodity industry. The president is considering rebranding Wiikano's apple juice, increasing its prices and promotions. If this proposal succeeds, wholesalers and retailers would be more likely to distribute and pay more for Wiikano's juice. The Wiikano case focuses on challenges related to product differentiation and can be used to discuss branding, pricing, and marketing communications. It also addresses issues that small- and medium-sized business owners face, by employing a product and distribution system that is easy to understand. The case is recommended for upper-level undergraduate students or first-year MBA students. It may also be used as an exam case.

Keywords: Brands and Branding; Price; Marketing Communications; Product Marketing; Food and Beverage Industry;

Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards." Harvard Business School Brief Case 918-517, February 2018. View Details

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Teaching Note | HBS Case Collection | February 2018

Wiikano Orchards (Brief Case)

Benson P. Shapiro and Katherine B. Hartman

Teaching Note for HBS No. 918-517.

Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards (Brief Case)." Harvard Business School Teaching Note 918-518, February 2018. View Details

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Supplement | HBS Case Collection | February 2018

Wiikano Orchards, Spreadsheet for Instructors (Brief Case)

Benson P. Shapiro and Katherine B. Hartman

Citation:
Shapiro, Benson P., and Katherine B. Hartman. "Wiikano Orchards, Spreadsheet for Instructors (Brief Case)." Harvard Business School Spreadsheet Supplement 918-520, February 2018. View Details

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Strategic Sales Management: A Boardroom Issue

Abstract

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