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    • All HBS Web  (3,210)
      • Faculty Publications  (77)

      Buying Process Remove Buying Process →

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      Zillow’s Big Bet: digitizing the home buying and selling process - Digital Innovation and Transformation
      Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
      Buying Resources, Process And Values
      → Search All HBS Web
      • March–April 2021
      • Article

      Selling After the Crisis

      By: Frank V. Cespedes
      Like perishable goods in grocery stores, sales models have a sell-by date. As product standards evolve and new entrants emerge, buyers have more choices and demand more in terms of quality and performance across vendors. Firms that fail to adjust to changing customer...  View Details
      Keywords: Sales Model; Sales; Management; Customer Relationship Management; Health Pandemics
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      Cespedes, Frank V. "Selling After the Crisis." Harvard Business Review 99, no. 2 (March–April 2021): 52–57.
      • 2021
      • Book

      Sales Management That Works: How to Sell in a World That Never Stops Changing

      By: Frank V. Cespedes
      Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive...  View Details
      Keywords: Sales; Strategy; Salesforce Management; Change; Adaptation
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      Cespedes, Frank V. Sales Management That Works: How to Sell in a World That Never Stops Changing. Boston, MA: Harvard Business Review Press, 2021.
      • October 2020 (Revised November 2020)
      • Case

      Digging for Gold: Paulson & Co.'s Activism in the Gold Sector

      By: Suraj Srinivasan and Jonah S. Goldberg
      The case describes the efforts of hedge fund Paulson & Co to influence corporate governance and improve performance in the gold industry. In an innovative move, the hedge fund led the creation of the Shareholder Gold Council, a consortium of large investors in gold...  View Details
      Keywords: Board Of Directors; Hedge Funds; Shareholder Activism; Gold; Corporate Governance; Governing And Advisory Boards; Investment Funds; Investment Activism; Performance Improvement; Corporate Accountability; Mining Industry; Canada; United States
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      Srinivasan, Suraj, and Jonah S. Goldberg. "Digging for Gold: Paulson & Co.'s Activism in the Gold Sector." Harvard Business School Case 121-021, October 2020. (Revised November 2020.)
      • Fall 2020
      • Article

      Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa

      By: Michael A. Wheeler
      Over the past two decades the Program on Negotiation at Harvard Law School (PON) has named thirteen people as Great Negotiators. The project, directed by my colleague Jim Sebenius, has given us the opportunity to commend our honorees’ outstanding work and to learn from...  View Details
      Keywords: Art; Negotiation; Arts
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      Wheeler, Michael A. "Christo and Jeanne‐Claude: The Negotiation of Art and Vice Versa." Negotiation Journal 36, no. 4 (Fall 2020): 471–487.
      • July 2020
      • Teaching Note

      Shindigz

      By: Frank Cespedes
      Teaching Note for HBS Case No. 819-010. Shindigz sells party and celebratory items through its branded direct online channel, third-party retail and wholesale channels, and online marketplaces. Shindigz has for decades successfully executed a premium-priced branded...  View Details
      Keywords: Ecommerce; E-commerce; Pricing; Price; Strategy; Decision Making; Distribution Channels; Brands And Branding; Consumer Products Industry
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      Cespedes, Frank. "Shindigz." Harvard Business School Teaching Note 821-024, July 2020.
      • May 2020 (Revised June 2020)
      • Case

      TransDigm's Acquisition and Integration of Arkwin Industries

      By: Benjamin C. Esty and Daniel W. Fisher
      In May 2013, TransDigm, a company that manufactured a wide range of highly engineered aerospace parts for both military and civilian aircraft, announced it was buying Arkwin Industries for $286 million in cash (3 times Arkwin’s sales of $91 million). Having acquired...  View Details
      Keywords: Business Model; Value Creation; Strategy; Acquisition; Integration; Talent And Talent Management; Aerospace Industry
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      Esty, Benjamin C., and Daniel W. Fisher. "TransDigm's Acquisition and Integration of Arkwin Industries." Harvard Business School Case 720-467, May 2020. (Revised June 2020.)
      • February 2020 (Revised January 2021)
      • Case

      Anomalie

      By: Jeffrey F. Rayport and Thomas O. Jones
      In early 2019, the founders of Anomalie, an online direct-to-consumer provider of bridal gowns, have just agreed to an $13.6 million Series A investment from a Silicon Valley VC. They are considering three major initiatives as they move forward. (1) To scale their...  View Details
      Keywords: Direct-to-consumer; Entrepreneurship; Online Technology; Growth And Development Strategy; Decision Choices And Conditions; Apparel And Accessories Industry; Technology Industry
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      Rayport, Jeffrey F., and Thomas O. Jones. "Anomalie." Harvard Business School Case 820-100, February 2020. (Revised January 2021.)
      • January–February 2020
      • Article

      Consumer Reactions to Drip Pricing

      By: Shelle Santana, Steven Dallas and Vicki Morwitz
      This research examines how drip pricing—a strategy whereby a firm advertises only part of a product’s price upfront and then reveals additional mandatory or optional fees/surcharges as the consumer proceeds through the buying process—affects consumer choice and...  View Details
      Keywords: Drip Pricing; Pricing; Consumer Protection; Hidden Fees; Price; Consumer Behavior; Perception
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      Santana, Shelle, Steven Dallas, and Vicki Morwitz. "Consumer Reactions to Drip Pricing." Marketing Science 39, no. 1 (January–February 2020): 188–210.
      • November 2019
      • Case

      Celebrity Fashions Limited (A)

      By: V.G. Narayanan, Tanvi Deshpande and Shreya Ramachandran
      In May 2017 in Chennai, India, the chairman of Celebrity Fashions doubted whether the company could last until the end of the year. Venkatesh Rajagopal had found that the company, a readymade garment manufacturing and exporter he founded in 1989, was having a hard time...  View Details
      Keywords: Turnarounds; Operations; Management; Financial Condition; Problems And Challenges; Communication; Organizational Change And Adaptation; Transformation; Apparel And Accessories Industry; Manufacturing Industry
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      Narayanan, V.G., Tanvi Deshpande, and Shreya Ramachandran. "Celebrity Fashions Limited (A)." Harvard Business School Case 120-053, November 2019.
      • September 2019 (Revised May 2020)
      • Supplement

      Keroche (C): The Excise Tax Increase

      By: Ramon Casadesus-Masanell and Pippa Tubman Armerding
      This case discusses the Kenyan government’s decision to increase excise taxes on wines in 2007. The tax increase would cause an average increase in price of 367% on Keroche’s fortified wines. Meanwhile, Keroche’s competitor EABL had effectively lobbied the government...  View Details
      Keywords: Keroche; Alcohol; Alcoholic Drinks; Alcoholic Beverages; Beverages; Drinks; Wine Industry; Wine; Fortified Wine; Business Ventures; Business Exit Or Shutdown; Business Growth And Maturation; Business Startups; Small Business; Family Business; Crime And Corruption; Customer Focus And Relationships; Decisions; Income; Demographics; Geographic Scope; Geographic Location; Goods And Commodities; Government Legislation; Growth And Development; Business History; Lawsuits And Litigation; Laws And Statutes; Lawfulness; Goals And Objectives; Consumer Behavior; Market Entry And Exit; Problems And Challenges; Safety; Social Issues; Poverty; Strategy; Competition; Entrepreneurship; Manufacturing Industry; Food And Beverage Industry; Kenya; Nairobi; Africa
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      Casadesus-Masanell, Ramon, and Pippa Tubman Armerding. "Keroche (C): The Excise Tax Increase." Harvard Business School Supplement 720-392, September 2019. (Revised May 2020.)
      • September–October 2019
      • Article

      How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions

      By: Rene Befurt and Alvin J. Silk
      Market researchers generally, and survey experts specifically, study consumers to learn about their behavior: What are consumers’ opinions, attitudes, thoughts, and actions at the various stages of the buying process? Especially in litigation cases, these and other...  View Details
      Keywords: Purchase Intentions; Buying Process; Consumer Behavior; Surveys
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      Befurt, Rene, and Alvin J. Silk. "How Purchase Probability Scales Can Shed Light on Consumer Purchase Intentions." Landslide: Advancing Intellectual Property Law 12, no. 1 (September–October 2019): 51–54.
      • August 2019 (Revised December 2019)
      • Case

      Zillow Offers: Winning Online Real Estate 2.0

      By: Luis Viceira, Marco Di Maggio and Allison Ciechanover
      Founded in 2005, Zillow had become the leading online real estate and home-related marketplace. The brand was recognized as a trusted resource for players in the real estate market, providing information and transparency on home prices. Revenue, which was historically...  View Details
      Keywords: Real Estate; Corporate Culture; Intermediation; Brokerage; Startup; Evaluating Business Investments; Property; Technology; Business Model; Expansion; Business Startups; Real Estate Industry; Media And Broadcasting Industry; United States
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      Viceira, Luis, Marco Di Maggio, and Allison Ciechanover. "Zillow Offers: Winning Online Real Estate 2.0." Harvard Business School Case 220-021, August 2019. (Revised December 2019.)
      • July 2019
      • Case

      Christmas Inc. (A)

      By: Susanna Gallani, Gregory Sabin, Lexor Adams and Nicholas Haberling
      Santa Claus is facing increasing pressures to contain costs. The economic model that has worked for centuries is starting to show some cracks, to the point that he is considering outsourcing part of its toy production. Evaluating the bids his team collected from...  View Details
      Keywords: Costing; Production; Cost; Analysis; Decision Making; Strategy
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      Gallani, Susanna, Gregory Sabin, Lexor Adams, and Nicholas Haberling. "Christmas Inc. (A)." Harvard Business School Case 120-009, July 2019.
      • August 2018
      • Teaching Note

      Magpie: Developing and Using Buyer Personas

      By: Frank V. Cespedes
      Teaching Note for HBS No. 818-013. Magpie is a startup with a platform that allows publishers to natively tag the products discussed in their content and thus allows consumers to purchase those products without needing to leave that publisher’s web page. A key aspect...  View Details
      Keywords: Social Media; Buying Process; Marketing; Sales; Distribution Channels; Segmentation; Entrepreneurship; Consumer Products Industry; Fashion Industry; United States
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      Cespedes, Frank V. "Magpie: Developing and Using Buyer Personas." Harvard Business School Teaching Note 819-027, August 2018.
      • June 2018 (Revised February 2019)
      • Teaching Note

      Home Nursing of North Carolina

      By: Richard S. Ruback, Royce Yudkoff and Ahron Rosenfeld
      In 2011, immediately after graduating HBS, Ari Medoff began a self-funded search for a small firm to buy and run as its CEO. After just three month of searching, he identified Home Nursing of North Carolina (HNNC), a home care agency based in Greensboro, NC, as a...  View Details
      Keywords: Small Firms Management; Acquisition; Negotiation process; Investment; Small Business; Management; Personal Development And Career
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      Ruback, Richard S., Royce Yudkoff, and Ahron Rosenfeld. "Home Nursing of North Carolina." Harvard Business School Teaching Note 218-130, June 2018. (Revised February 2019.)
      • April 2018
      • Teaching Note

      InsideSales.com (A) and (B)

      By: Frank Cespedes
      Teaching Note for HBS Nos. 817-018 and 817-042. InsideSales.com (ISC) has been successful selling its software to small- and medium-sized businesses (SMB). But for various reasons, the founders see “the next stage of growth” as building a scalable sales and service...  View Details
      Keywords: Corporate Entrepreneurship; Organizational Change And Adaptation; Organizational Design; Customer Relationship Management; Growth Management; Marketing Strategy; Salesforce Management; Talent And Talent Management; Technology Industry
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      Cespedes, Frank. "InsideSales.com (A) and (B)." Harvard Business School Teaching Note 818-122, April 2018.
      • January 2018 (Revised November 2018)
      • Case

      Index

      By: Jose Alvarez and Julia Kelley
      In December 2017, Marc Freed-Finnegan and Jonathan Wall, the co-founders of retail technology company Index, had to discuss the company’s direction as they entered 2018. Five years earlier, Freed-Finnegan and Wall had founded Index after observing the technological...  View Details
      Keywords: Product Launch; Product Positioning; Sales; Strategy; Marketing Strategy; Retail Industry; Technology Industry
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      Alvarez, Jose, and Julia Kelley. "Index." Harvard Business School Case 518-038, January 2018. (Revised November 2018.)
      • December 2017 (Revised May 2018)
      • Case

      Amazon Buys Whole Foods

      By: José B. Alvarez, David Lane and Joni Coughlin
      The June 2017 news that e-commerce giant Amazon was paying $13.7 billion for organic supermarket chain Whole Foods precipitated a broad sell-off in the shares of grocery retailers and suppliers. Behind the precipitous declines lay recognition that Amazon’s bold move...  View Details
      Keywords: Amazon; Whole Foods; Grocery; Grocery Delivery; Mergers & Acquisitions; E-commerce; Business Models; Agribusiness; Food Value Chain; Agribusiness; Mergers And Acquisitions; Operations; Competitive Strategy; Agriculture And Agribusiness Industry; Retail Industry; Web Services Industry; Food And Beverage Industry; United States
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      Alvarez, José B., David Lane, and Joni Coughlin. "Amazon Buys Whole Foods." Harvard Business School Case 518-056, December 2017. (Revised May 2018.)
      • August 2017 (Revised November 2017)
      • Case

      VTS

      By: Mark Roberge and Michael Roberts
      The case raises issues around sales force deployment and management issues in the SaaS industry. Specifically, VTS sells a software product to the real estate industry and has designed a Go-to-Market strategy for what the founders perceive to be the unique...  View Details
      Keywords: Salesforce Management; Compensation And Benefits; Managerial Roles; New York (city, Ny)
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      Roberge, Mark, and Michael Roberts. "VTS." Harvard Business School Case 818-048, August 2017. (Revised November 2017.)
      • Article

      Your Sales Training Is Probably Lackluster. Here's How to Fix It

      By: Frank V. Cespedes and Yuchun Lee
      U.S. companies spend over $70 billion annually on training and an average of $1,459 per salesperson—almost 20% more than they spend on workers in all other functions. Yet, when it comes to equipping sales teams with relevant knowledge and skills, the ROI of sales...  View Details
      Keywords: Salesforce Management; Training
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      Cespedes, Frank V., and Yuchun Lee. "Your Sales Training Is Probably Lackluster. Here's How to Fix It." Harvard Business Review (website) (June 12, 2017).
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      Zillow’s Big Bet: digitizing the home buying and selling process - Digital Innovation and Transformation
      Skip to content The HBS Digital Initiative brings together perspectives across disciplines to help people understand how technology is transforming...
      Buying Resources, Process And Values
      → Search All HBS Web
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