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- April 2021
- Supplement
Buy Online, Pickup in Store: Vice President of E-Commerce Supplement
By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
In April 2019, Sylvarella VP of E-Commerce Charla Limont must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. The program implementation created significant problems for the...
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- April 2021
- Supplement
Buy Online, Pickup in Store: Vice President of Store Operations Supplement
By: Antonio Moreno, Santiago Gallino and Amy Klopfenstein
In April 2019, Sylvia VP of Store Operations Axley Vega must review an analysis of her department’s sales data to determine the impact of the company’s Buy Online, Pickup in Store (BOPS) program. BOPS implementation created significant problems for the store operations...
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- March 2021
- Case
P.F. Chang's
By: Ashish Nanda, Nitin Nohria and Margaret Cross
Excited yet apprehensive after being named CEO of P.F. Chang’s beginning July 1st, 2020, Damola Adamolekun was well aware of the extraordinary challenges facing the firm. The closure of businesses deemed “nonessential” owing to the Covid-19 pandemic had devastated the...
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- March 2021
- Case
Seeding and Selling Asana
By: Jeffrey F. Rayport, Susie Ma and Amram Migdal
This case explores a radical new way of organizing a sales team to sell a SaaS product with tremendous organic growth. In 2019, Oliver Jay was head of global revenue and business development at Asana, a company whose namesake product was a work management software app...
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Keywords:
Saas;
Customer Journey;
Sales;
Salesforce Management;
Technology;
Software;
Technology Industry;
United States
- March–April 2021
- Article
Selling After the Crisis
Like perishable goods in grocery stores, sales models have a sell-by date. As product standards evolve and new entrants emerge, buyers have more choices and demand more in terms of quality and performance across vendors. Firms that fail to adjust to changing customer...
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- 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...
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Keywords:
Brand Management;
Alcoholic Beverages;
Beer/brewing Industry;
Brand Positioning;
Growth;
Competitive Positioning;
Consumer Products;
Beverage Industry;
Value Proposition;
Marketing;
Brands and Branding;
Competition;
Product Positioning;
Competitive Strategy;
Consumer Behavior;
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 operate its...
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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: Yuchun Lee, Mark Magnacca and Frank V. Cespedes
Most learning in sales is through peer learning in task-specific contexts, and the effects are cumulative because modeling behavior is a big driver of how salespeople develop. This is very different from the experience in most training seminars, especially if the...
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- 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...
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- 2021
- Book
Sales Management That Works: How to Sell in a World That Never Stops Changing
Selling is changing, but the impact on sales of megatrends like ecommerce, big data, and AI is often misunderstood and not supported by empirical data. Managers who fail to separate fact from hype will make decisions based on bad assumptions and, in a competitive...
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- 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...
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- January 2021
- Case
Anodot: Autonomous Business Monitoring
By: Antonio Moreno and Danielle Golan
Autonomous business monitoring platform Anodot leveraged machine learning to provide 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...
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- January 2021 (Revised March 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...
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Keywords:
Digital Transformation;
Digital Marketing;
Bricks And Mortar;
Franchise Management;
Franchising;
Dealer Network;
Dealers;
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;
Platforms;
Collaboration;
Online Channel;
Online Data;
Online Sales;
Online Shopping;
Online;
Retail;
Retailing;
Disruption;
Transformation;
Franchise Ownership;
Change Management;
Partners and Partnerships;
Consumer Behavior;
Sales;
Online Technology;
Marketing Strategy;
Conflict and Resolution;
Conflict Management;
Organizational Culture;
Distribution Channels;
Electronics Industry;
Retail Industry;
Consumer Products Industry;
Turkey
- 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...
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- 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...
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- August 2020 (Revised September 2020)
- Case
Facelift at Olay (A)
By: Sunil Gupta, Rajiv Lal and Olivia Hull
By October 2017, Procter & Gamble’s skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies, but none has returned the brand to growth. As pressure grows from Olay’s competitors, including hundreds of new...
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- 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...
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- July 2020
- Technical Note
Digital Natives Growing Without a Sales Force
By: Das Narayandas, Michael Norris and Amram Migdal
This brief case describes the rise of so-called digital natives (also called born-in-digital) in the 2000s and 2010s that successfully grew without a sales force. The case highlights the emergence of business-to-business Internet and cloud-based companies and their...
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Keywords:
Business Growth and Maturation;
Customers;
Customer Focus and Relationships;
Customer Relationship Management;
Innovation and Invention;
Disruptive Innovation;
Innovation Strategy;
Technological Innovation;
Marketing;
Marketing Channels;
Marketing Strategy;
Product Marketing;
Sales;
Technology;
Information Technology;
Internet;
Online Technology;
Software;
Technology Adoption;
Information Technology Industry;
Australia;
North and Central America;
United States;
Illinois;
Chicago;
California;
San Francisco
- July 2020
- Case
Amanda and Kristen: Mented Cosmetics
By: Steven Rogers, Jeffrey J. Bussgang and Alterrell Mills
The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial opportunities that come from identifying an underserved market, specifically within the Black community...
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Keywords:
Brands and Branding;
Competition;
Customers;
Disruption;
Disruptive Innovation;
Distribution Channels;
Entrepreneurship;
Finance;
Macroeconomics;
Marketing;
Marketing Channels;
Marketing Communications;
Marketing Strategy;
Mission and Purpose;
Organizational Culture;
Product Design;
Product Development;
Product Positioning;
Sales;
Social Issues;
Social Marketing;
Business Startups;
Strategic Planning;
Strategy;
Supply Chain Management;
Venture Capital;
Beauty and Cosmetics Industry;
Advertising Industry;
Public Relations Industry;
Chemical Industry;
Manufacturing Industry;
Retail Industry;
North and Central America;
United States;
New York (city, NY);
New York (state, US)
- July 2020
- Case
Karen Bruck: Growing Managers at MercadoLibre
By: Joshua D. Margolis, Fernanda Miguel and Mariana Cal
Karen Bruck, Corporate Sales Director at MercadoLibre, Latin America's largest e-commerce platform, needs to make a decision about one of her managers, who, while analytically savvy, has an approach that does not fit in with the company's culture.
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