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    • All HBS Web  (4,226)
      • Faculty Publications  (943)

      Sales Force Management Remove Sales Force Management →

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      • March 2023
      • Case

      Majid Al Futaim: Adapting the Shopping Mall to the Digital Era

      By: Antonio Moreno and Gamze Yucaoglu
      The case opens in August 2022, as Ahmed Galal Ismail, CEO of Majid Al Futtaim Properties and Fatima Zada, digital and omnichannel director at Majid Al Futtaim Shopping Malls, go over the plans to roll out the omnichannel mall offering for the Mall of the Emirates they...  View Details
      Keywords: Business Model; Strategy; Information Technology; Technology Adoption; Value Creation; Competition; Expansion; Profit; Corporate Strategy; Retail Industry; Real Estate Industry; United Arab Emirates
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      Moreno, Antonio, and Gamze Yucaoglu. "Majid Al Futaim: Adapting the Shopping Mall to the Digital Era." Harvard Business School Case 623-051, March 2023.
      • March 2023
      • Case

      Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)

      By: Linda A. Hill and Emily Tedards
      In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new...  View Details
      Keywords: Technology Industry; Advertising Industry; Information Technology Industry; United States
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      Hill, Linda A., and Emily Tedards. "Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)." Harvard Business School Case 423-076, March 2023.
      • March 2023
      • Case

      Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)

      By: Linda A. Hill and Emily Tedards
      In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new...  View Details
      Keywords: Technology Industry; Information Technology Industry; Advertising Industry; United States
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      Hill, Linda A., and Emily Tedards. "Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)." Harvard Business School Case 423-077, March 2023.
      • March 2023
      • Case

      Mirakl: Growing The Marketplace Economy

      By: Antonio Moreno, Santiago Gallino and Emilie Billaud
      Mirakl provided the technology and seller network required for companies like Macy's, Best Buy, Walmart, Siemens, or Carrefour to simply design, launch, and administer a marketplace that included products from third-party sellers. What began as a basic business idea in...  View Details
      Keywords: Business Growth and Maturation; Business Startups; Transformation; Technological Innovation; Growth and Development Strategy; Internet and the Web; Technology Adoption; Sales; Information Technology Industry; Retail Industry; Web Services Industry; Europe; France; Paris; United States
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      Moreno, Antonio, Santiago Gallino, and Emilie Billaud. "Mirakl: Growing The Marketplace Economy." Harvard Business School Case 623-054, March 2023.
      • March, 2023
      • Article

      Linking Value and Price

      By: Frank V. Cespedes
      Keywords: Customer Value and Value Chain; Price; Salesforce Management
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      Cespedes, Frank V. "Linking Value and Price." Top Sales Magazine (March, 2023), 26–27.
      • 2023
      • Working Paper

      Accounting for Carbon Offsets – Establishing the Foundation for Carbon-Trading Markets

      By: Robert S. Kaplan, Karthik Ramanna and Marc Roston
      Tackling climate change requires reductions in current and future greenhouse gas (GHG) emissions as well as the removal of existing GHG from the atmosphere. Carbon-offset producers purport to provide such removals. But poor measurement practices and inadequate controls...  View Details
      Keywords: Carbon Offsetting; Climate Change; Environmental Regulation; Corporate Accountability
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      Kaplan, Robert S., Karthik Ramanna, and Marc Roston. "Accounting for Carbon Offsets – Establishing the Foundation for Carbon-Trading Markets." Harvard Business School Working Paper, No. 23-050, February 2023.
      • February 22, 2023
      • Article

      How to Seed Organic Marketing in a Video-First World

      By: Ayelet Israeli, Leonard A. Schlesinger and Matt Higgins
      Early direct-to-consumer (DTC) companies relied on plentiful capital and low-cost digital marketing to power growth. But as this sector has matured, capital is more constrained, social media is more cluttered, and customer acquisition costs are rising. DTC companies...  View Details
      Keywords: Online Business; Ecommerce; E-commerce; E-Commerce Strategy; Omnichannel Retail; Omnichannel Retailing; Influencer Marketing; Consumer; Organic Growth; Video Advertising; Promotion; Celebrities; Online Advertising; Online Channel; Online Communities; Online Community; Go To Market Strategy; Platform; Media; Media Content; Digital; Digital Culture; Digital Influencers; Direct To Consumer Marketing; Direct-to-consumer; Innovation & Entrepreneurship; Innovation; Sales; Digital Platforms; Digital Marketing; Digital Strategy; Consumer Behavior; Internet and the Web; Advertising; Business Model; Growth Management; Marketing; Marketing Strategy; Marketing Channels; Marketing Communications; Communication Strategy; Innovation Strategy; Retail Industry; Consumer Products Industry; Fashion Industry; Advertising Industry; Apparel and Accessories Industry; Beauty and Cosmetics Industry; Food and Beverage Industry; Media and Broadcasting Industry; United States; North America
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      Israeli, Ayelet, Leonard A. Schlesinger, and Matt Higgins. "How to Seed Organic Marketing in a Video-First World." Harvard Business Review (website) (February 22, 2023).
      • February 2023
      • Case

      Seemore Meats & Veggies

      By: Lou Shipley, Patricia Favreau and Mel Martin
      Cara Nicoletti was an emerging food entrepreneur that had recently launched her first product, a sustainably sourced, vegetable-infused meat sausage. Brooklyn, New York City-based Seemore Meats & Veggies had seen promising signs of success in local markets and pockets...  View Details
      Keywords: Sales; Food; Logistics; Entrepreneurship; Growth and Development Strategy; Agriculture and Agribusiness Industry; Food and Beverage Industry; United States
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      Shipley, Lou, Patricia Favreau, and Mel Martin. "Seemore Meats & Veggies." Harvard Business School Case 823-084, February 2023.
      • January 2023
      • Case

      Natura: Weathering the Pandemic at Brazil's Cosmetic Giant

      By: Brian Trelstad, Pedro Levindo and Carla Larangeira
      Brazil's Natura, a multi-brand cosmetics group, has taken several measures to safeguard the livelihoods of its thousands of employees and millions of sales representatives during the COVID-19 health and economic crisis. The company has also made strides in its efforts...  View Details
      Keywords: COVID-19 Pandemic; ESG Reporting; Acquisition; Customer Focus and Relationships; Decision Making; Social Entrepreneurship; Environmental Sustainability; Environmental Management; Climate Change; Ethics; Moral Sensibility; Values and Beliefs; Global Strategy; Corporate Governance; Health Pandemics; Human Resources; Human Capital; Crisis Management; Growth and Development Strategy; Marketing; Distribution Channels; Supply Chain; Corporate Social Responsibility and Impact; Mission and Purpose; Organizational Culture; Customer Ownership; Relationships; Business and Community Relations; Business and Stakeholder Relations; Networks; Partners and Partnerships; Science-Based Business; Reputation; Human Needs; Social Issues; Strategy; Equality and Inequality; Beauty and Cosmetics Industry; Brazil; Latin America
      Citation
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      Trelstad, Brian, Pedro Levindo, and Carla Larangeira. "Natura: Weathering the Pandemic at Brazil's Cosmetic Giant." Harvard Business School Case 323-065, January 2023.
      • January 2023
      • Case

      First to Fight? Culture, Tradition and the United States Marine Corps (USMC)

      By: Ranjay Gulati, Akhil Iyer and Joel Malkin
      Over a history of more than 240 years, the United States Marine Corps has forged a distinct culture and institutional identity centered on its “warrior ethos.” In the wars of American history, Marines fought with uncommon valor, rising to international prominence for...  View Details
      Keywords: Change Management; Transformation; Talent and Talent Management; Government Administration; Management Practices and Processes; Management Systems; Organizational Change and Adaptation; Organizational Culture; Performance Effectiveness; United States
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      Gulati, Ranjay, Akhil Iyer, and Joel Malkin. "First to Fight? Culture, Tradition and the United States Marine Corps (USMC)." Harvard Business School Case 423-051, January 2023.
      • 13 Dec 2022
      • Interview

      Why Some Start-Ups Fail to Scale

      By: Jeffrey Rayport and Curt Nickisch
      Managing rapid growth is a huge challenge for young businesses. Even start-ups with glowing reviews and skyrocketing sales can fail. That’s because new ventures and corporate initiatives alike have to sustain profitability at scale, according to Harvard Business School...  View Details
      Keywords: Business Startups; Growth Management; Outcome or Result; Transition
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      "Why Some Start-Ups Fail to Scale." HBR IdeaCast (podcast), Harvard Business Review Group, December 13, 2022.
      • December 2022 (Revised January 2023)
      • Case

      Cann: High Hopes for Cannabis Infused Beverages

      By: Ayelet Israeli and Anne V. Wilson
      Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold “social tonics,” or cannabis-infused beverages. By 2022, the company had several notable celebrity investors and talent partners, had sold over 10 million beverages to consumers, was distributing in six...  View Details
      Keywords: Stigma; Product Innovation; Product Introduction; Product Differentiation; New Products; New Product Marketing; New Product Management; Brand Management; Branding; Packaging; Positioning; Growth Strategy And Execution; Growth; Cannabis Industry; Purpose; Purpose Brands; LGBTQ; Direct-to-consumer; DTC; Regulations; Channels Of Distribution; Product Development; Product Marketing; Product Positioning; Product; Innovation and Invention; Brands and Branding; Marketing; Marketing Communications; Marketing Channels; Advertising; Advertising Campaigns; Digital Marketing; Market Entry and Exit; Governing Rules, Regulations, and Reforms; Consumer Products Industry; Food and Beverage Industry; United States; Canada; North America
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      Israeli, Ayelet, and Anne V. Wilson. "Cann: High Hopes for Cannabis Infused Beverages." Harvard Business School Case 523-074, December 2022. (Revised January 2023.)
      • December 2022
      • Case

      Freelancer, Ltd.

      By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
      Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500...  View Details
      Keywords: Freelancers; Labor Markets; Internet and the Web; Digital Platforms; Corporate Entrepreneurship; Human Capital; Change Management; Globalized Firms and Management; Employment; Global Range; Employment Industry
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      Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd." Harvard Business School Multimedia/Video Case 823-706, December 2022.
      • December 2022
      • Supplement

      Freelancer, Ltd. Case Supplement

      By: Christopher Stanton, Karim R. Lakhani, Jin Hyun Paik and Nina Cohodes
      Over the course of the 2010s, the rapid advancement of mobile technologies and the rise of online freelancing platforms seemed to portend a radical transformation of labor markets into on-demand, flexible talent pools. Even though several Fortune 500 companies,...  View Details
      Keywords: Labor Markets; Freelancers; Change Management; Corporate Entrepreneurship; Globalized Firms and Management; Human Capital; Employment; Digital Platforms; Global Range; Adoption; Governing Rules, Regulations, and Reforms; Growth and Development Strategy; Computer Industry; Electronics Industry; Employment Industry; Information Industry; Australia; United States; Philippines
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      Stanton, Christopher, Karim R. Lakhani, Jin Hyun Paik, and Nina Cohodes. "Freelancer, Ltd. Case Supplement." Harvard Business School Multimedia/Video Supplement 823-707, December 2022. (Click here to access this case.)
      • November 2022
      • Case

      The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales

      By: Regina E. Herzlinger and Tiffany Farrell
      Can an online pharmacy both improve the quality and speed of care for patients who need branded drugs and stabilize profits for pharmaceutical manufacturers? UpScript, after years spent achieving legal and regulatory compliance and simultaneous technological innovation...  View Details
      Keywords: DTC; Internet and the Web; Marketing Channels; Customer Value and Value Chain; Governing Rules, Regulations, and Reforms; Competitive Strategy; Service Delivery; Growth and Development Strategy; Pharmaceutical Industry; Health Industry; Retail Industry
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      Herzlinger, Regina E., and Tiffany Farrell. "The Battle Among Channels for Marketing Pharmaceuticals: UpScript, Pharmacy Benefit Managers, and Direct-to-Consumer Sales." Harvard Business School Case 323-031, November 2022.
      • November 10, 2022
      • Article

      5 Ways Startups Can Prepare for a Recession

      By: Lou Shipley
      Startups face unique challenges during economic downturns. They typically aren’t yet profitable and so are reliant on outside funding—and therefore are especially exposed when macroeconomic conditions change. To make it through a recession, startup CEOs should hit the...  View Details
      Keywords: Entrepreneurship; Organizational Culture; Sales; Customer Focus and Relationships; Decisions; Inflation and Deflation; Financial Crisis; Employee Relationship Management; Business Startups; Credit
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      Shipley, Lou. "5 Ways Startups Can Prepare for a Recession." Harvard Business Review Digital Articles (November 10, 2022).
      • 2022
      • Article

      How Does Working from Home during COVID-19 Affect What Managers Do? Evidence from Time-Use Studies

      By: Thomaz Teodorovicz, Raffaella Sadun, Andrew L. Kun and Orit Shaer
      We assess how the sudden and widespread shift to working from home during the pandemic impacted how managers allocate time throughout their working day. We analyze the results from an online time-use survey with data on 1,192 knowledge workers (out of which 973 are...  View Details
      Keywords: Time-use; Working-from-home; COVID; Managers; Knowledge Workers; Health Pandemics; Time Management
      Citation
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      Teodorovicz, Thomaz, Raffaella Sadun, Andrew L. Kun, and Orit Shaer. "How Does Working from Home during COVID-19 Affect What Managers Do? Evidence from Time-Use Studies." Human-Computer Interaction 37, no. 6 (2022): 532–557.
      • October 2022 (Revised December 2022)
      • Case

      Aphro Beverages

      By: Frank V. Cespedes and Amram Migdal
      This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to...  View Details
      Keywords: Agribusiness; Plant-Based Agribusiness; Business Ventures; Business Growth and Maturation; Entrepreneurship; Food; Geography; Geographic Scope; Management; Growth and Development Strategy; Growth Management; Resource Allocation; Marketing; Brands and Branding; Digital Marketing; Product Marketing; Product Launch; Product Positioning; Social Marketing; Operations; Distribution; Distribution Channels; Product; Product Design; Product Development; Supply Chain; Sales; Salesforce Management; Food and Beverage Industry; Africa; Ghana
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      Cespedes, Frank V., and Amram Migdal. "Aphro Beverages." Harvard Business School Case 823-044, October 2022. (Revised December 2022.)
      • September 2022
      • Case

      The Pokémon Company: Evolving into an Everlasting Brand

      By: Tomomichi Amano and Masaki Nomura
      Super Bowl 50, the fiftieth annual championship game of the American National Football League played in February 2016, featured 52 commercials, and brands spent more than six million dollars each for a 30-second commercial slot. Surprisingly, the commercial that...  View Details
      Keywords: Advertising; Brands and Branding; Marketing Strategy; Consumer Behavior; Growth and Development Strategy; Video Game Industry; Japan
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      Amano, Tomomichi, and Masaki Nomura. "The Pokémon Company: Evolving into an Everlasting Brand." Harvard Business School Case 523-022, September 2022.
      • September 2022
      • Case

      AllSpice: GitHub for Hardware Engineers

      By: Jeffrey J. Bussgang and Mel Martin
      AllSpice, a software-as-a-service company that built a GitHub-like revision control tool for hardware engineers, was in the midst of preparing for rapid scale when the 2022 market downturn left them with big decisions to make. Cofounder and CEO Valentina Ratner had to...  View Details
      Keywords: Scaling; SaaS; Strategy; Marketing; Growth and Development Strategy; Resource Allocation; Customer Focus and Relationships; Technology Industry; Electronics Industry; United States
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      Bussgang, Jeffrey J., and Mel Martin. "AllSpice: GitHub for Hardware Engineers." Harvard Business School Case 823-022, September 2022.
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