Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results : (62) Arrow Down
Filter Results : (62) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (593)
    • Faculty Publications  (62)

    Show Results For

    • All HBS Web  (593)
      • Faculty Publications  (62)

      Direct Sales Remove Direct Sales →

      Page 1 of 62 Results →

      Are you looking for?

      → Search All HBS Web
      • August 2022
      • Exercise

      Joy4Home Brands: Pricing Matters

      By: Elie Ofek, Oded Koenigsberg and Marco Bertini
      Joy4Home Brands, the maker of novel houseware items, was gearing up for its launch. The company would be introducing two lines: kitchenware products and storage containers. The initial go-to-market plan called for a direct to consumer (DTC) channel strategy. While...  View Details
      Keywords: DTC; Pricing Decisions; B2B; Product Marketing; Product Launch; Marketing Strategy; Business Model; Opportunities; Consumer Products Industry
      Citation
      Purchase
      Related
      Ofek, Elie, Oded Koenigsberg, and Marco Bertini. "Joy4Home Brands: Pricing Matters." Harvard Business School Exercise 523-709, August 2022.
      • August 2022 (Revised November 2022)
      • Case

      Wasabi Technologies

      By: N. Louis Shipley and Mel Martin
      After launching a successful hot cloud storage company, Founder and CEO David Friend is ready to scale the venture rapidly. Wasabi Technologies had focused primarily on direct sales, but an opportunity to pivot to channel sales was on the horizon. The company’s major...  View Details
      Keywords: Direct Sales; Channel Sales; Information Management; Sales; Product Development; Growth and Development Strategy; Business Divisions; Information Technology Industry; United States
      Citation
      Educators
      Purchase
      Related
      Shipley, N. Louis, and Mel Martin. "Wasabi Technologies." Harvard Business School Case 823-021, August 2022. (Revised November 2022.)
      • March 2022 (Revised July 2022)
      • Teaching Note

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; E-commerce; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; Applications and Software; Digital Platforms; Advertising Industry; United States
      Citation
      Purchase
      Related
      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 2022. (Revised July 2022.)
      • March 2022
      • Article

      Estimating the Effectiveness of Permanent Price Reductions for Competing Products Using Multivariate Bayesian Structural Time Series Models

      By: Fiammetta Menchetti and Iavor Bojinov
      Researchers regularly use synthetic control methods for estimating causal effects when a sub-set of units receive a single persistent treatment, and the rest are unaffected by the change. In many applications, however, units not assigned to treatment are nevertheless...  View Details
      Keywords: Causal Inference; Partial Interference; Synthetic Controls; Bayesian Structural Time Series; Mathematical Methods
      Citation
      Find at Harvard
      Read Now
      Related
      Menchetti, Fiammetta, and Iavor Bojinov. "Estimating the Effectiveness of Permanent Price Reductions for Competing Products Using Multivariate Bayesian Structural Time Series Models." Annals of Applied Statistics 16, no. 1 (March 2022): 414–435.
      • August 2021 (Revised March 2022)
      • Case

      Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences

      By: Jill Avery and Rayan Nahas
      Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms, had just raised an additional $5 million to fund further product development and expand its marketing and sales...  View Details
      Keywords: Brand Management; Virtual Reality; Augmented Reality; B2B; Technology Platform; Marketing; Marketing Communications; Marketing Strategy; Brands and Branding; Digital Marketing; Internet and the Web; Growth Management; Customer Relationship Management; Customer Value and Value Chain; Social Media; E-commerce; Applications and Software; Digital Platforms; Advertising Industry; United States
      Citation
      Educators
      Purchase
      Related
      Avery, Jill, and Rayan Nahas. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Case 522-002, August 2021. (Revised March 2022.)
      • July 2021 (Revised February 2022)
      • Case

      Mary Kay Inc.: Enriching Women's Lives while Embracing Change

      By: Elie Ofek, K. Shelette Stewart and Julia Kelley
      In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at...  View Details
      Keywords: Advertising Campaigns; Demographics; Marketing; Brands and Branding; Marketing Channels; Marketing Communications; Marketing Strategy; Product Marketing; Product Positioning; Social Marketing; Salesforce Management; Organizations; Mission and Purpose; Organizational Change and Adaptation; Innovation and Invention; Innovation Strategy; Competition; Competitive Strategy; Competitive Advantage; Beauty and Cosmetics Industry; North and Central America; United States; Europe; Asia; Texas
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, K. Shelette Stewart, and Julia Kelley. "Mary Kay Inc.: Enriching Women's Lives while Embracing Change." Harvard Business School Case 522-004, July 2021. (Revised February 2022.)
      • March 2021 (Revised May 2021)
      • Case

      M-KOPA: Empowering Lives

      By: V. Kasturi Rangan, Wale Lawal and Pippa Tubman Armerding
      The Pay As You Go solar power company in East Africa had sales of $71 million in 2019. It wished to grow to $300 million by 2025. M-KOPA, founded by three entrepreneurs in 2011, had grown nicely in Kenya and Uganda to reach nearly 750,000 households with an...  View Details
      Keywords: Mobile Payment; Go-to-market Strategy; Business At The Base Of The Pyramid; Business Growth; Social Entrepreneurship; Renewable Energy; Business Model; Growth and Development Strategy; Expansion; Marketing Strategy; Developing Countries and Economies; Kenya; Uganda; Nigeria
      Citation
      Educators
      Purchase
      Related
      Rangan, V. Kasturi, Wale Lawal, and Pippa Tubman Armerding. "M-KOPA: Empowering Lives." Harvard Business School Case 521-085, March 2021. (Revised May 2021.)
      • August 2020
      • Article

      Workplace Knowledge Flows

      By: Jason Sandvik, Richard Saouma, Nathan Seegert and Christopher Stanton
      We conducted a field experiment in a sales firm to test whether improving knowledge flows between coworkers affects productivity. Our design allows us to compare different management practices and to isolate whether frictions to knowledge transmission primarily reside...  View Details
      Keywords: Knowledge Sharing; Interpersonal Communication; Employees; Performance Productivity; Sales; Motivation and Incentives
      Citation
      Find at Harvard
      Read Now
      Related
      Sandvik, Jason, Richard Saouma, Nathan Seegert, and Christopher Stanton. "Workplace Knowledge Flows." Quarterly Journal of Economics 135, no. 3 (August 2020): 1635–1680.
      • November 2019 (Revised April 2020)
      • Case

      Purple Innovation, Inc.: The Online to Offline Marketing Challenge

      By: Elie Ofek and Nakisha Williams
      This case focuses on Purple Innovation Inc. (Purple), a company that started out in the Direct to Consumer (DTC) mattress space. In late 2018, after a successful launch and IPO with sales predominantly originating from its website, Purple was looking to sustain its...  View Details
      Keywords: Offline Sales; Marketing Strategy; Digital Marketing; Growth and Development Strategy; Consumer Products Industry; Retail Industry
      Citation
      Educators
      Purchase
      Related
      Ofek, Elie, and Nakisha Williams. "Purple Innovation, Inc.: The Online to Offline Marketing Challenge." Harvard Business School Case 520-040, November 2019. (Revised April 2020.)
      • May 2018
      • Case

      Sagacity Tea: What Direction for Growth?

      By: John A. Quelch and Amy Handlin
      Kate Moran, CEO and cofounder of Sagacity Tea, a small, Vermont-based ready-to-drink tea brand, is considering a consumer-product group (CPG) broker's proposal for the product's launch in several cities along the East Coast of the United States. The commitments in the...  View Details
      Keywords: Product Launch; Marketing; Distribution; Growth Management; Marketing Channels; Decision Choices and Conditions
      Citation
      Educators
      Purchase
      Related
      Quelch, John A., and Amy Handlin. "Sagacity Tea: What Direction for Growth?" Harvard Business School Brief Case 918-527, May 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
      Citation
      Educators
      Purchase
      Related
      Alvarez, Jose, and Julia Kelley. "Index." Harvard Business School Case 518-038, January 2018. (Revised November 2018.)
      • January–February 2018
      • Article

      More than a Paycheck: How to Create Good Blue-Collar Jobs in the Knowledge Economy

      By: Dennis Campbell, John Case and Bill Fotsch
      Fifty years ago a good blue-collar job was with a large manufacturer such as General Motors or Goodyear. Often unionized, it paid well, offered benefits, and was secure. But manufacturing employment has steadily declined, from about 25% of the U.S. labor force in 1970...  View Details
      Keywords: Jobs and Positions; Employee Ownership; Profit Sharing; Organizational Culture
      Citation
      Find at Harvard
      Register to Read
      Related
      Campbell, Dennis, John Case, and Bill Fotsch. "More than a Paycheck: How to Create Good Blue-Collar Jobs in the Knowledge Economy." Harvard Business Review 96, no. 1 (January–February 2018): 118–124.
      • December 2017
      • Article

      Discordant vs. Harmonious Selves: The Effects of Identity Conflict and Enhancement on Sales Performance in Employee-Customer Interactions

      By: Lakshmi Ramarajan, Nancy Rothbard and Steffanie Wilk
      Across multiple studies, we examine how identity conflict and enhancement within people affect performance in tasks that involve interactions between people through two mechanisms: role-immersion, operationalized as intrinsic motivation, and role-taking,...  View Details
      Keywords: Identity; Interpersonal Communication; Sales; Performance
      Citation
      Find at Harvard
      Read Now
      Related
      Ramarajan, Lakshmi, Nancy Rothbard, and Steffanie Wilk. "Discordant vs. Harmonious Selves: The Effects of Identity Conflict and Enhancement on Sales Performance in Employee-Customer Interactions." Academy of Management Journal 60, no. 6 (December 2017): 2208–2238.
      • January 2017 (Revised March 2017)
      • Case

      IBM Transforming, 2012–2016: Ginni Rometty Steers Watson

      By: Rosabeth Moss Kanter and Jonathan Cohen
      To transform IBM for the next technology wave, Ginni Rometty, who became CEO in 2012, led divestment of declining businesses, made acquisitions in digital innovation and cloud computing, formed partnerships with former competitors such as Apple and tech startups, and...  View Details
      Keywords: Digital; Technological Change; Artificial Intelligence; Data; IBM; Watson; Internet Of Things; Innovation and Invention; Management; Sales; Information Technology; Technological Innovation; Transformation; AI and Machine Learning
      Citation
      Educators
      Purchase
      Related
      Kanter, Rosabeth Moss, and Jonathan Cohen. "IBM Transforming, 2012–2016: Ginni Rometty Steers Watson." Harvard Business School Case 317-046, January 2017. (Revised March 2017.)
      • November 2016 (Revised October 2018)
      • Case

      Formlabs: Selling a New 3D Printer

      By: Frank V. Cespedes, Olivia Hull and Amram Migdal
      Headquartered in Somerville, Massachusetts, Formlabs manufactures 3D printers used to print everything from prototypes and models to jewelry, dental, and sculpture molds. As Formlabs prepares to ship its latest model, the Form 2, Head of Customer Development and...  View Details
      Keywords: 3D Printing And Manufacturing; Sales Channel Development; Sales Strategy; Entrepreneurial Management; Product Engineering; Prototype; Prototyping; Entrepreneurship; Product Launch; Information Infrastructure; Business Startups; Customers; Technological Innovation; Growth and Development Strategy; Technology Adoption; Marketing Channels; Marketing Strategy; Product Positioning; Demand and Consumers; Sales; Salesforce Management; Technology Industry; Computer Industry; Manufacturing Industry; United States; Massachusetts; Europe; Asia
      Citation
      Educators
      Purchase
      Related
      Cespedes, Frank V., Olivia Hull, and Amram Migdal. "Formlabs: Selling a New 3D Printer." Harvard Business School Case 817-001, November 2016. (Revised October 2018.)
      • January 2016
      • Case

      Acxiom

      By: John Deighton
      Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder LiveRamp give marketers what they want from a data broker?  View Details
      Keywords: Big Data; Direct Marketing; Personal Data; Privacy; Digital Marketing; Retargeting; Rights; Analytics and Data Science; Ethics; Marketing; United States
      Citation
      Educators
      Purchase
      Related
      Deighton, John. "Acxiom." Harvard Business School Case 516-037, January 2016.
      • November 2, 2015
      • Article

      The Best Ways to Hire Salespeople

      By: Frank V. Cespedes and Daniel Weinfurter
      Companies typically spend more on hiring in sales than they do anywhere else in the firm. Average annual turnover in sales is 25% to 30%, while direct replacement costs for a telesales employee ranges from $75,000 to $90,000 and other sales positions cost as much as...  View Details
      Keywords: Selection and Staffing; Salesforce Management; Retention
      Citation
      Register to Read
      Related
      Cespedes, Frank V., and Daniel Weinfurter. "The Best Ways to Hire Salespeople." Harvard Business Review (website) (November 2, 2015).
      • October 2015 (Revised July 2017)
      • Case

      OMV Petrom: Investment as Partnership—When It Takes Three to Tango

      By: Dante Roscini, Emer Maloney and Daniela Beyersdorfer
      Petrom was privatized by the Romanian state in 2004 and acquired by Austrian oil company OMV, with the state retaining a 20.6% stake in the company. The situation was particularly challenging for the foreign investor since the sector in which the company operated was...  View Details
      Keywords: Partners and Partnerships; Privatization; Acquisition; Foreign Direct Investment; Cross-Cultural and Cross-Border Issues; Business and Government Relations; Energy Industry; Austria; Romania
      Citation
      Educators
      Purchase
      Related
      Roscini, Dante, Emer Maloney, and Daniela Beyersdorfer. "OMV Petrom: Investment as Partnership—When It Takes Three to Tango." Harvard Business School Case 716-035, October 2015. (Revised July 2017.)
      • August 2015 (Revised September 2015)
      • Case

      Shareholder Activists and Corporate Strategy

      By: David Collis and Ashley Hartman
      By 2015, there had been an upsurge in activist shareholders arguing for radical changes in companies' corporate strategies. Personalities like Carl Icahn, Bill Ackman, and Daniel Loeb were feared and loathed in some quarters, celebrated in others. With nearly $120...  View Details
      Keywords: Scope; Activist Investors; Spin-offs; Synergy; Diversification; Consolidation; Hedge Fund; Corporate Strategy
      Citation
      Educators
      Purchase
      Related
      Collis, David, and Ashley Hartman. "Shareholder Activists and Corporate Strategy." Harvard Business School Case 716-403, August 2015. (Revised September 2015.)
      • October 2014
      • Article

      Putting Sales at the Center of Strategy

      By: Frank Cespedes
      Research indicates that relatively few firms execute their strategies effectively, and, on average, companies deliver just 50% to 60% of the financial performance that their strategies promise. One reason is a disconnect between strategic goals and field implementation...  View Details
      Citation
      Find at Harvard
      Related
      Cespedes, Frank. "Putting Sales at the Center of Strategy." Harvard Business Review 92, no. 10 (October 2014): 23–25.
      • 1
      • 2
      • 3
      • 4
      • →

      Are you looking for?

      → Search All HBS Web
      ǁ
      Campus Map
      Harvard Business School
      Soldiers Field
      Boston, MA 02163
      →Map & Directions
      →More Contact Information
      • Make a Gift
      • Site Map
      • Jobs
      • Harvard University
      • Trademarks
      • Policies
      • Accessibility
      • Digital Accessibility
      Copyright © President & Fellows of Harvard College