Publications
Publications
- July 2023
- HBS Case Collection
Belden and Digital Transformation: From Product Sales to Solutions Sales
By: Frank V. Cespedes
Abstract
Teaching Note for HBS Case No. 823-002. Belden manufactures devices such as switches, cables, adapters, and connectors. Faced with market changes, the firm initiated a new Enhanced Solutions Delivery (ESD) initiative. In November 2022 executives are evaluating the interim results and the implications for strategy and budgeting choices, while facing specific account and channel decisions. The learning objectives discussed in this teaching note include: a) to understand the impact on an organization of changing buying criteria and competition due to digital technology; b) to examine what does and does not change when a company shifts its focus from product sales to marketing “solutions”; and c) to illustrate how sales and channel partners can be conduits and barriers to managing change. The case is relevant for Sales, Marketing, and Strategy courses, and executive programs concerned with Digital Transformation, Distribution Channels, or Managing Change.
Keywords
Change Management; Digital Transformation; Organizational Change and Adaptation; Sales; Marketing Channels; Manufacturing Industry
Citation
Cespedes, Frank V. "Belden and Digital Transformation: From Product Sales to Solutions Sales." Harvard Business School Teaching Note 823-130, July 2023.