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  • July 2020
  • Technical Note
  • HBS Case Collection

Digital Natives Growing Without a Sales Force

By: Das Narayandas, Michael Norris and Amram Migdal
  • Format:Print
  • | Language:English
  • | Pages:4
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Abstract

This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their decisions regarding sales strategy based on different customer bases. The case discusses the firms Atlassian, Basecamp, and Slack.

Keywords

Government Administration; Crisis Management; Health; Health Pandemics; Innovation and Invention; Innovation Leadership; Innovation Strategy; Technological Innovation; Social Issues; Information Technology; Mobile and Wireless Technology; Applications and Software; Technology Adoption; Information Technology Industry; Australia; North and Central America; United States; Illinois; Chicago; California; San Francisco

Citation

Narayandas, Das, Michael Norris, and Amram Migdal. "Digital Natives Growing Without a Sales Force." Harvard Business School Technical Note 521-019, July 2020.
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About The Author

Das Narayandas

Marketing
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