Publications
Publications
Show Results For
-
All HBS Web
(9,111)
- Faculty Publications (1,360)
Sales
→
Page 1 of
1,360
Results
→
Are you looking for?
Summary A company's sales organization is a core vehicle for implementing business strategy—yet there's often a big gap between the company's...
- February 2021
- Case
White Claw: Defending Market Share as Competition Encroaches
By: Jill Avery
By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from $3 million in 2015 to over $2.7 billion by the start of the summer of 2020. White Claw was the dominant market leader...
View Details
Keywords:
Marketing;
Brands And Branding;
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Competition;
Competitive Strategy;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Consumer Behavior;
Value Proposition;
Marketing;
Brands And Branding;
Competitive Strategy;
Consumer Products Industry;
Food And Beverage Industry;
United States
- February 2021
- Case
Threadless: The Renewal of an Online Community
By: Shane Greenstein, Karim Lakhani and Christian Godwin
Threadless, an online apparel company and artist community which Jake Nickell founded in 2000, continued to maintain its status as a top company in the online apparel industry during its second decade. From 2010 to 2020, Threadless continued to operated its...
View Details
Keywords:
Business Model;
Decision Making;
Entrepreneurship;
Innovation And Invention;
Leading Change;
Management;
Marketing;
Product Launch;
Operations;
Supply Chain;
Distribution;
Networks;
sales;
Strategy;
Adaptation;
Technology;
Software;
Technology Platform;
Apparel And Accessories Industry;
Technology Industry;
North America
- February 15, 2021
- Article
How Real Sales Learning Happens: In the Flow of Work
By: Frank V. Cespedes, Yuchun Lee and Mark Magnacca
- 2020
- Working Paper
From Online Content to Offline Results: Effects of a Best Practices Initiative on an Enterprise Social Network
By: Shelley Xin Li and Tatiana Sandino
We examine the effects of a best practices initiative on an enterprise social network (ESN) with a natural field experiment in a large grocery store chain. Our results do not show an immediate improvement in sales, but do show 3.67-percent higher sales for the...
View Details
- February 2021
- Article
How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice
By: Ryan W. Buell and Basak Kalkanci
Amid growing calls for transparency and social and environmental responsibility, companies are employing different strategies to improve consumer perceptions of their brands. Some pursue internal initiatives that reduce their negative social or environmental impacts...
View Details
- January 2021
- Case
Anodot: Autonomous Business Monitoring
By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to providing real-time alerts regarding business anomalies. Anodot’s solution was used in various industries in order to primarily monitor business health, such as revenue and payments, product...
View Details
- January 2021
- Teaching Note
Maritz Automotive
By: Ashley V. Whillans and Lamar Pierce
This case focuses on Charlotte Blank, the Chief Behavioral Officer at Maritz, as she tries to assist a major automotive manufacturer (CarCo) with increasing their sales by prepaying monthly bonuses to independently franchised car dealers and clawing them back if the...
View Details
- January 2021
- Teaching Note
Clear Link Technologies, LLC: Driving Sales with Peer Effects
By: Christopher Stanton, Richard Saouma and Olivia Hull
- January 2021
- Case
Arçelik: From a Dealer Network to an Omnichannel Experience
By: Ayelet Israeli and Fares Khrais
Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in...
View Details
Keywords:
Digital Transformation;
Digital Marketing;
Disruption;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
sales;
B2b;
B2b2c;
Tradition;
Culture Change;
Cultural Adaptation;
Omnichannel;
Omnichannel Retail;
Omni-channel;
Omnichannel Retailing;
Sales Channels;
Sales Channel Development;
Channel Management;
Channels Of Distribution;
Marketplace;
Consumer Behavior;
Conflict Management;
Platforms;
Collaboration;
Partners And Partnerships;
Marketing Strategy;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners And Partnerships;
Consumer Behavior;
Online Technology;
Marketing Strategy;
Conflict And Resolution;
Conflict Management;
Electronics Industry;
Retail Industry;
Consumer Products Industry;
Turkey
- January 2021 (Revised January 2021)
- Supplement
E-Commerce Analytics for CPG Firms (A): Estimating Sales
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
View Details
- January 2021
- Supplement
E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
View Details
Keywords:
Data Analysis;
Data Analytics;
Cpg;
Consumer Packaged Goods (cpg);
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Data;
Data Sharing;
Ecommerce;
Assortment Optimization;
Assortment Planning;
Data And Data Sets;
Retention;
Retail Industry;
Consumer Products Industry;
United States
- January 2021 (Revised January 2021)
- Supplement
E-Commerce Analytics for CPG Firms (C): Free Delivery Terms
By: Ayelet Israeli and Fedor (Ted) Lisitsyn
The E-Commerce Analytics group at the traditional CPG firm was in charge of compiling various online sales reports, as well as making data-driven recommendations for sales and marketing tactics. In a series of exercises, students address different data challenges for...
View Details
Keywords:
Data;
Data Analysis;
Data Analytics;
Data Sharing;
Cpg;
Consumer Packaged Goods (cpg);
Delivery Planning;
Customer Lifetime Value;
Online Channel;
Retail;
Retail Analytics;
Retailing Industry;
Ecommerce;
Grocery;
Grocery Delivery;
Margins;
Retention;
Data And Data Sets;
Retention;
Retail Industry;
Consumer Products Industry;
United States
- January 2021 (Revised February 2021)
- Case
Tech with a Side of Pizza: How Domino's Rose to the Top
By: Boris Groysberg, Sarah L. Abbott and Susan Seligson
After hitting an all-time low in 2008, Domino’s Pizza underwent a vigorous rebranding, product development, and embraced innovative technologies to become the world’s leading international fast-food retailer. Domino’s considered itself as much a tech company as it was...
View Details
Keywords:
Digital Marketing;
Digital Technology;
Innovation;
Scaling;
Data Analytics;
Technological Innovation;
Technology;
Strategy;
Management;
Marketing;
Operations;
Human Resources;
Entrepreneurship;
Change Management;
Analysis;
Performance;
Customers;
Growth And Development;
Competitive Advantage;
Employees;
Training;
Leadership Development;
Food And Beverage Industry;
Technology Industry;
United States
- January 2021
- Article
Sales Hiring Is Hard to Do (Don't Make It Harder)
In the aggregate, hiring in sales is more expensive than many companies’ cap-ex decisions. But it rarely gets the same attention and companies fail to deal with challenges inherent in sales hiring. Unlike many other business functions, there is no easily identified...
View Details
- Article
How Long Can a Company Thrive Doing Just One Thing?
By: Andy Wu and Scott Duke Kominers
The news that the chat app Slack was being sold to veteran customer relationship management company Salesforce for $27.7 billion raised a lot of eyebrows. Why sell after a year of explosive growth? The deal, however, epitomizes a question facing so-called best-of-breed...
View Details
- 2020
- Working Paper
Estimating Causal Effects in the Presence of Partial Interference 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
- September 2020 (Revised November 2020)
- Case
d.light
By: Michael Chu, Krishna G. Palepu and Dilyana Karadzhova Botha
Kenyan off-grid-solar pioneer d.light can power entire homes in rural Africa but must now decide how to fund the growth of its asset-heavy business model. Ned Tozun and Sam Goldman founded d.light in 2006 to transform lives through solar solutions enabling access to...
View Details
- September 2020 (Revised November 2020)
- Case
Gong: Resonating Conversational Insights
By: Alison Wood Brooks and Trevor Spelman
In 2015, Amit Bendov was struck by a realization about a new technology that might be able to transcribe musical notation in real-time, which eventually became known as Gong. Gong’s business proposition was simple: provide software that automatically captures,...
View Details
- Article
Foreign Competition and Domestic Innovation: Evidence from U.S. Patents
By: David Autor, David Dorn, Gordon H. Hanson, Gary P. Pisano and Pian Shu
Manufacturing accounts for more than three-quarters of U.S. corporate patents. The competitive shock to this sector emanating from China's economic ascent could in theory either augment or stifle U.S. innovation. Using three decades of U.S. patents matched to corporate...
View Details
- Article
Get Ready to Sell
By: Frank V. Cespedes and Bud Hyler
Time-to-market measures the time to have a product ready to ship. But that’s not revenue and cash. Many firms with superb R&D functions lack an understanding of what’s needed to be ready-to-sell. Meanwhile, relevant tools are increasing in scope and decreasing in cost....
View Details