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Entrepreneurial Marketing >> Content Detail



Study Materials



Readings



Module 1: Marketing and Entrepreneurship


LEC #TOPICSREADINGS
1Introduction

Readings:
McGrath, R.G., and MacMillan, "Discovery-Driven Planning," Harvard Business Review, July-August, 1995 (Reprint No. 95406).

Block, Z., and I.C. Macmillan, “Milestones for Successful Venture Planning," HBR, 1985 (Reprint No. 85503).

2Sustaining Competitive Advantages of New Ventures

Readings:
Sandberg, K.D., "Rethinking the First-Mover Advantage," Harvard Management Update, 2001 (Reprint No. U0105A).

Boulding, W., and M. Christen, "First-Mover Disadvantage," Harvard Business Review, 2001 (Reprint No. F0109A).

Case: The Browser Wars, 1994-1998 (HBS Case 5-700-046)

3Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus


Module 2: Identifying Market Opportunities


LEC #TOPICSREADINGS
4Market Research

Readings:
Andreasen, A.R., "Cost-Conscious Marketing Research," HBR, 1983 (Reprint No.83401).

Almquist, E., and G. Wyner, "Boost Your Marketing ROI with Experimental Design," HBR, 2001 (Reprint No. R0109K).

Optional: "Questionnaire Design and Development," HBS (9-590-015).

5Wildfire CommunicationsCase: Wildfire Communication Inc. (A) (HBS Case, 9-396-305).
6Demand ForecastingReadings:
Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR, 1988 (Reprint No. 88401).
7AT&T USA Direct In-Languge Service: InCase: AT&T USA Direct In-Language Service, India (HBS, 9-596-013).


Module 3: Market Development


LEC #TOPICSREADINGS
8Creating a New MarketCase: net.Genesis, Inc. (HBS, 9-500-009).
9Segmentation and TargetingCase: WaterTest Corporation (HBS case, 9-389-022).
10Product Concept DevelopmentReadings:
Herstatt and Hippel, " From Experience:Developing New  Product Concepts Via the Lead User Method:A Case Study in a Low-Tech Field," Journal of Product Innovation Management, 9, 1992, 213-221.
11Focus vs Diversification

Readings:
Biolos, J., "Why Focus is Vital… and How to Achieve It," Harvard Management Update, 1997.

Case: CNET 2000 (HBS case, 9-800-284).

12Positioning Tools

Readings:
MacMillan, I.C., and R.G. McGrath, "Discovering New Points of Differentiation," HBR, 1997 (Reprint No. 97408).

"Analyzing Consumer Perceptions," HBS, 9-599-110.   
   



Module 4: Entrepreneurial Communication Strategy


LEC #TOPICSREADINGS
13Brent Hodgins, Guest SpeakerReadings:
Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107).
14Leverage CommunicationCase: WARNET-Lambert Ireland: Niconil (HBS, 9-593-008).
15Overcome Market ResistanceCase: TIVO (HBS case, 5- 501-057).


Module 5: Entrepreneurial Pricing Strategy


LEC #TOPICSREADINGS
16Pricing Tools IReadings:
Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501).
17Pricing Tools II
18Market Expansion and Pricing

Readings:
Dean, J., "Pricing Policies for New Products," HBR, 1976 (Reprint No. 76604).

Case: Rogers Communications, Inc., The Wave (HBS case, 9-597-050).



Module 6: Entrepreneurial Distribution Strategy


LEC #TOPICSREADINGS
19Mathsoft (A)Case: Mathsoft (A) (HBS case, 9-593-094).   
   
20Guest Speaker: Nick Lazaris, CEO of Keurig

Readings:
Kumar, N., "The Power of Trust in Manufacturer-Retailer Relationships," HBR, 1996 (Reprint No. 87411).

Case: Keurig (HBS case, 9-899-180).



Module 7: Building Customer Relationships


LEC #TOPICSREADINGS
21Managing Customers

Readings:
Pine II, B.J., D. Peppers, and M. Rogers, "Do You Want to Keep Your Customers Forever?" HBR, 1995 (Reprint No. 95209).

Jones, T.O., and W.E. Sasser, Jr., "Why Satisfied Customers Defect," HBR, 1995 (Reprint No. 95606).

22Relationship Marketing and Wrap-UpCase: BizRate.com (HBS, 9-501-024).


Presentation of Marketing Plans


 LEC #TOPICSREADINGS
23Presentation of Marketing Plans
24Presentation of Marketing Plans
25Presentation of Marketing Plans
 


 



 








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