Publications
Publications
- July 2020
- HBS Case Collection
Digital Natives Growing Without a Sales Force
By: Das Narayandas, Michael Norris and Amram Migdal
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.