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      • Faculty Publications  (1,360)

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      Marketing & Sales Programs
      Aligning Strategy and Sales
      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...
      → Search All HBS Web
      • 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
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      Avery, Jill. "White Claw: Defending Market Share as Competition Encroaches." Harvard Business School Case 521-073, February 2021.
      • 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
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      Greenstein, Shane, Karim Lakhani, and Christian Godwin. "Threadless: The Renewal of an Online Community." Harvard Business School Case 621-056, February 2021.
      • February 15, 2021
      • Article

      How Real Sales Learning Happens: In the Flow of Work

      By: Frank V. Cespedes, Yuchun Lee and Mark Magnacca
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      Cespedes, Frank V., Yuchun Lee, and Mark Magnacca. "How Real Sales Learning Happens: In the Flow of Work." Learning Solutions (February 15, 2021).
      • 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
      Keywords: Retail; Knowledge Sharing; Best Practices; Enterprise Social Media; Management Accounting And Control Systems; Knowledge Sharing; Management Systems; Europe
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      Li, Shelley Xin, and Tatiana Sandino. "From Online Content to Offline Results: Effects of a Best Practices Initiative on an Enterprise Social Network." Harvard Business School Working Paper, No. 21-085, February 2021.
      • 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
      Keywords: Sustainable Operations; Corporate Social Responsibility; Operational Transparency; Corporate Social Responsibility And Impact; Operations; Environmental Sustainability; Consumer Behavior; Perception
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      Buell, Ryan W., and Basak Kalkanci. "How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice." Management Science 67, no. 2 (February 2021): 932–950.
      • 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
      Keywords: Technology Platform; Online Technology; Knowledge Sharing; Information Management; sales; Value Creation; Product Positioning; Israel
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      Moreno, Antonio, and Danielle Golan. "Anodot: Autonomous Business Monitoring." Harvard Business School Case 621-084, January 2021.
      • 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
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      Whillans, Ashley V., and Lamar Pierce. "Maritz Automotive." Harvard Business School Teaching Note 921-044, January 2021.
      • January 2021
      • Teaching Note

      Clear Link Technologies, LLC: Driving Sales with Peer Effects

      By: Christopher Stanton, Richard Saouma and Olivia Hull
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      Stanton, Christopher, Richard Saouma, and Olivia Hull. "Clear Link Technologies, LLC: Driving Sales with Peer Effects." Harvard Business School Teaching Note 821-013, January 2021.
      • 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
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      Israeli, Ayelet, and Fares Khrais. "Arçelik: From a Dealer Network to an Omnichannel Experience." Harvard Business School Case 521-067, January 2021.
      • 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
      Keywords: Data Analysis; Data Analytics; Cpg; Consumer Packaged Goods (cpg); Estimation; sales; Online Channel; Retail Analytics; Retail; Retailing Industry; Data; Data Sharing; Bricks And Mortar; Ecommerce; Data And Data Sets; sales; Retail Industry; Consumer Products Industry; United States
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (A): Estimating Sales." Harvard Business School Spreadsheet Supplement 521-712, January 2021. (Revised January 2021.)
      • 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
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (B): Optimizing Assortment for a New Retailer." Harvard Business School Spreadsheet Supplement 521-713, January 2021.
      • 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
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      Israeli, Ayelet, and Fedor (Ted) Lisitsyn. "E-Commerce Analytics for CPG Firms (C): Free Delivery Terms." Harvard Business School Spreadsheet Supplement 521-714, January 2021. (Revised January 2021.)
      • 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
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      Groysberg, Boris, Sarah L. Abbott, and Susan Seligson. "Tech with a Side of Pizza: How Domino's Rose to the Top." Harvard Business School Case 421-057, January 2021. (Revised February 2021.)
      • January 2021
      • Article

      Sales Hiring Is Hard to Do (Don't Make It Harder)

      By: Frank V. Cespedes
      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
      Keywords: Salesforce Management; Selection And Staffing; Human Resources
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      Cespedes, Frank V. "Sales Hiring Is Hard to Do (Don't Make It Harder)." Top Sales Magazine (January 2021), 38–39.
      • 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
      Keywords: Best-of-breed Companies; Competitive Advantage; Competitive Strategy
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      Wu, Andy, and Scott Duke Kominers. "How Long Can a Company Thrive Doing Just One Thing?" Harvard Business Review Digital Articles (December 10, 2020).
      • 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
      Keywords: Causal Inference; Partial Interference; Synthetic Controls; Bayesian Structural Time Series; Mathematical Methods
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      Menchetti, Fiammetta, and Iavor Bojinov. "Estimating Causal Effects in the Presence of Partial Interference Using Multivariate Bayesian Structural Time Series Models." Harvard Business School Working Paper, No. 21-048, October 2020.
      • 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
      Keywords: Alternative Energy; Business Model; Capital; Emerging Markets; Expansion; Financial Strategy; Renewable Energy; Strategy; Social Entrepreneurship; Energy Industry; Africa; Kenya; India
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      Chu, Michael, Krishna G. Palepu, and Dilyana Karadzhova Botha. "d.light." Harvard Business School Case 321-069, September 2020. (Revised November 2020.)
      • 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
      Keywords: Software; Communication; sales
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      Brooks, Alison Wood, and Trevor Spelman. "Gong: Resonating Conversational Insights." Harvard Business School Case 921-015, September 2020. (Revised November 2020.)
      • 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
      Keywords: Patents; Production; Trade; Competition; Innovation And Invention; United States
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      Autor, David, David Dorn, Gordon H. Hanson, Gary P. Pisano, and Pian Shu. "Foreign Competition and Domestic Innovation: Evidence from U.S. Patents." American Economic Review: Insights 2, no. 3 (September 2020): 357–374.
      • 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
      Keywords: Ready-to-sell; sales; Health Pandemics; Performance Effectiveness
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      Cespedes, Frank V., and Bud Hyler. "Get Ready to Sell." Top Sales Magazine (September 2020), 32–33.
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      Are you looking for?

      Marketing & Sales Programs
      Aligning Strategy and Sales
      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...
      → Search All HBS Web
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