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      • Faculty Publications  (792)

      Entrepreneurial Sales And Marketing Remove Entrepreneurial Sales And Marketing →

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      • June 2022
      • Teaching Note

      Katie Couric Media: Landing the First Client

      By: N. Louis Shipley, William R. Kerr and Paige Boehmcke
      Developed for teaching Entrepreneurial Sales, the Katie Couric Media case supports class discussion on client selection, sales strategy, and scaling a startup media firm.  View Details
      Keywords: Customer Relationship Management; Entrepreneurship; Marketing; Mergers And Acquisitions; Start-up
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      Shipley, N. Louis, William R. Kerr, and Paige Boehmcke. "Katie Couric Media: Landing the First Client." Harvard Business School Teaching Note 822-138, June 2022.
      • March 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; Advertising Industry; United States
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      Avery, Jill. "Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences." Harvard Business School Teaching Note 522-065, March 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
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      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.
      • 2022
      • Working Paper

      Markups to Financial Intermediation in Foreign Exchange Markets

      By: Jonathan Wallen
      On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an...  View Details
      Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry
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      Wallen, Jonathan. "Markups to Financial Intermediation in Foreign Exchange Markets." Working Paper, March 2022.
      • February 2022 (Revised June 2022)
      • Case

      Resident 2020

      By: Jeffrey F. Rayport and Thomas O. Jones
      Launched in 2016, Resident was a leading player in the direct-to-consumer bed-in-a-box mattress market, where it was one of at least 175 venture-backed companies competing in the space. By late 2020, it had realized over $500 million in revenue, profitability in the...  View Details
      Keywords: Digital Marketing; Business Growth and Maturation; Operations; Entrepreneurship; Competitive Strategy; Initial Public Offering; Decisions; Marketing Strategy; Cash Flow; Demand and Consumers
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      Rayport, Jeffrey F., and Thomas O. Jones. "Resident 2020." Harvard Business School Case 822-114, February 2022. (Revised June 2022.)
      • 2022
      • Working Paper

      When the Journey—Not Only the Destination—Matters: Internationalization Shaping Entrepreneurial Experimentation

      By: Nataliya Langburd Wright and Laura Huang
      Internationalization—gaining exposure to cross-border markets—often results in the aftermath of an entrepreneurial venture’s initial success. Ventures develop strong products or services, and they rely on international markets to help them continue growing and scaling...  View Details
      Keywords: Entrepreneurship And Strategy; Entrepreneurial Ventures; Entrepreneurial Journey; International Entrepreneurship; Entrepreneurship; Business Startups; Global Range; Strategy
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      Wright, Nataliya Langburd, and Laura Huang. "When the Journey—Not Only the Destination—Matters: Internationalization Shaping Entrepreneurial Experimentation." Working Paper, February 2022.
      • December 2021 (Revised February 2022)
      • Case

      Bed Bath & Beyond: The New Strategy to Drive Shareholder Value

      By: Benjamin C. Esty and Daniel W. Fisher
      At one time, Bed Bath & Beyond was one of the most successful specialty retailers in the United States—its growth and profit margins far exceeded both peer retailers in the home goods market as well as many other discount retailers. But in 2014, its stock price peaked,...  View Details
      Keywords: Competitive Strategy; Competitive Advantage; Value Creation; Diversification; Corporate Governance; Leading Change; Performance Evaluation; Valuation; Investment Activism; Retail Industry; Consumer Products Industry; United States
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      Esty, Benjamin C., and Daniel W. Fisher. "Bed Bath & Beyond: The New Strategy to Drive Shareholder Value." Harvard Business School Case 722-408, December 2021. (Revised February 2022.)
      • 2021
      • Working Paper

      CRM and AI in Time of Crisis

      By: Michelle Y. Lu and Navid Mojir
      A crisis can affect the incentives of various players within a firm’s multi-layered sales and marketing organization (e.g., headquarters and branches of a bank). Such shifts can result in sales decisions against the firm’s best interests. Motivated by the backlash to...  View Details
      Keywords: CRM; Artificial Intelligence; AI; B2B Marketing; Decision Authority; Crisis Marketing; Intra-organizational Conflict; COVID-19 Pandemic; Customer Relationship Management; Technological Innovation; Decision Making; Strategy; Health Pandemics; Crisis Management; AI and Machine Learning
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      Lu, Michelle Y., and Navid Mojir. "CRM and AI in Time of Crisis." Harvard Business School Working Paper, No. 22-035, November 2021.
      • December 2021
      • Article

      Entrepreneurial Learning and Strategic Foresight

      By: Aticus Peterson and Andy Wu
      We study how learning by experience across projects affects an entrepreneur's strategic foresight. In a quantitative study of 314 entrepreneurs across 722 crowdfunded projects supplemented with a program of qualitative interviews, we counterintuitively find that...  View Details
      Keywords: Crowdfunding; Experience; Prediction; Timeline; Complexity; Entrepreneurship; Learning; Experience and Expertise; Forecasting and Prediction
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      Peterson, Aticus, and Andy Wu. "Entrepreneurial Learning and Strategic Foresight." Art. 1. Strategic Management Journal 42, no. 13 (December 2021): 2357–2388. (Lead article.)
      • December 2021 (Revised May 2022)
      • Case

      Troverie (A)

      By: Thomas R. Eisenmann, Lindsay N. Hyde and Olivia Graham
      Six months after the August 2018 launch of Troverie, a U.S.-based online retailer of luxury watches, the average cost of acquiring a customer is much higher than originally projected, and the startup is incurring a substantial loss on each sales transaction. Could...  View Details
      Keywords: Startup; Luxury Goods; Customer Acquisition; Entrepreneurship; Business Startups; Luxury; Failure; Internet and the Web; Revenue; Fashion Industry; United States
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      Eisenmann, Thomas R., Lindsay N. Hyde, and Olivia Graham. "Troverie (A)." Harvard Business School Case 822-068, December 2021. (Revised May 2022.)
      • November 2021
      • Case

      LKQ-Stahlgruber

      By: Guhan Subramanian and Caeden Brynie
      Through a combination of organic growth and acquisitions, LKQ Corp. became the leading aftermarket auto parts distributor in the U.S. by the early 2000s. Beginning in 2012, the company began similarly consolidating the European marketplace. However, by 2017, the...  View Details
      Keywords: Consolidation; Acquisition; Decision Making; Strategy; Opportunities; Europe; Germany
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      Subramanian, Guhan, and Caeden Brynie. "LKQ-Stahlgruber." Harvard Business School Case 922-028, November 2021.
      • October 2021 (Revised November 2021)
      • Case

      Bodega Aurrera: eCommerce at the Base of the Pyramid

      By: Michael Chu, Álvaro Rodríguez Arregui, Carla Larangeira and Jenyfeer Martinez Buitrago
      Bodega Aurrera, serving the base of the pyramid and Walmart’s main Mexican format, is considering launching a full eCommerce channel as Covid-19 has erupted in the country. In 2019, Bodega Aurrera accounted for 45% of revenues and 2,748 of Walmex’s 3,416 stores. Having...  View Details
      Keywords: Ecommerce; Bottom Of The Pyramid; Digitalization; Omnichannel; Walmart; Business Model; Internet and the Web; Marketing Channels; Technology Adoption; E-commerce; Retail Industry; Latin America; Mexico
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      Chu, Michael, Álvaro Rodríguez Arregui, Carla Larangeira, and Jenyfeer Martinez Buitrago. "Bodega Aurrera: eCommerce at the Base of the Pyramid." Harvard Business School Case 322-059, October 2021. (Revised November 2021.)
      • 2021
      • Working Paper

      Expanding the Entrepreneurial Cultural Toolkit: The Temporal Interplay of the Substantive and the Symbolic

      By: Rebecca Karp and Siobhan O'Mahony
      Much research shows how entrepreneurs leverage symbolic toolkits via storytelling and narratives to convince resource providers of their venture’s legitimacy. Although investors’ legitimacy concerns may be initially met with symbolic actions, it is unclear whether...  View Details
      Keywords: Entrepreneurial Sales; Entrepreneurship And Strategy; Entrepreneurship; Technological Innovation; Customers; Acquisition
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      Karp, Rebecca, and Siobhan O'Mahony. "Expanding the Entrepreneurial Cultural Toolkit: The Temporal Interplay of the Substantive and the Symbolic." Working Paper, September 2021.
      • 2021
      • Article

      How Top Managers Use the Entrepreneurial Gap to Drive Strategic Change

      By: Robert L. Simons and Antonio Davila
      Prior research provides strong evidence for the association between business strategy and the design and use of management control systems. We complement this research by examining the role of management control systems in situations of strategic change. We report the...  View Details
      Keywords: Management Control Systems; Accountability; Strategic Change; Organization Change And Adaptation; Organizational Performance; Management Systems; Organizational Structure; Corporate Accountability; Organizational Change and Adaptation; Performance
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      Simons, Robert L., and Antonio Davila. "How Top Managers Use the Entrepreneurial Gap to Drive Strategic Change." European Accounting Review 30, no. 4 (2021): 583–609.
      • 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; Advertising Industry; United States
      Citation
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      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.)
      • August 2021
      • Article

      Improving Sales Hiring

      By: Frank V. Cespedes
      Sales hiring presents inherent challenges not found to the same extent in talent management in other functional areas. Moreover, common hiring practices make a tough job needlessly harder. This article suggests practical ways to improve sales hiring: Hire for the Task,...  View Details
      Keywords: Sales; Selection and Staffing
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      Cespedes, Frank V. "Improving Sales Hiring." Top Sales Magazine (August 2021), 20–21.
      • July 2021 (Revised January 2022)
      • Case

      Supreme: Remaining Cool While Pursuing Growth

      By: Jill Avery, Sandrine Crener, Marie-Cecile Cervellon and Ranjit Thind
      Following VF Corporation’s acquisition of cult streetwear brand Supreme, consumers and industry pundits were nervous that becoming part of a large, public corporation would put an end to Supreme’s slow and careful growth trajectory as pressure for quarterly results...  View Details
      Keywords: Marketing; Brands and Branding; Luxury; Marketing Strategy; Consumer Behavior; Growth Management; Fashion Industry; Retail Industry; United States; North America
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      Avery, Jill, Sandrine Crener, Marie-Cecile Cervellon, and Ranjit Thind. "Supreme: Remaining Cool While Pursuing Growth." Harvard Business School Case 522-006, July 2021. (Revised January 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
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      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.)
      • July–August 2021
      • Article

      Lowering the Bar? External Conditions, Opportunity Costs, and High-Tech Startup Outcomes

      By: Annamaria Conti and Maria P. Roche
      We assess the heterogeneous impact of economic downturns on individuals’ decisions to bring high-technology ideas to the market in the form of new ventures. We thereby examine how worsening labor market conditions influence individuals’ opportunity costs of starting...  View Details
      Keywords: Necessity Entrepreneurship; Economic Conditions; Recessions; High-tech Startups; Opportunity Costs; Entrepreneurship; Economic Slowdown and Stagnation; Business Startups; Information Technology; Performance; Labor
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      Conti, Annamaria, and Maria P. Roche. "Lowering the Bar? External Conditions, Opportunity Costs, and High-Tech Startup Outcomes." Organization Science 32, no. 4 (July–August 2021): 965–986.
      • 2021
      • Working Paper

      Risk Sensitivity or Social Signaling? Unmasking Behaviors with Video Analytics

      By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
      In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down the spread of the coronavirus. Why did people comply, or not, while shopping in 2020? Do these motivations relate to their shopping...  View Details
      Keywords: Video Analytics; In-store Shopping; Mask; Sensitivity To Risk; Social Perception; COVID-19; Health Pandemics; Consumer Behavior; Risk and Uncertainty; Attitudes
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      Zhang, Shunyuan, Kaiquan Xu, and Kannan Srinivasan. "Risk Sensitivity or Social Signaling? Unmasking Behaviors with Video Analytics." Harvard Business School Working Paper, No. 21-143, June 2021. (SSRN Working Paper Series, No. 3871144, June 2021.)
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