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Case of the Profitless PC (HBR Case Study and Commentary)
Blackburn, Andy; Halprin, Matt; Veloria, Ruth; Dubinsky, Donna; Keeley, Larry; Quesnelle, George; Ward, Scott; Pifer, Philip; Moore, GeoffArticle HBS-98603-EMarketingThis fictitious case written by Andy Blackburn, a Boston Consulting Group vice president based in San Francisco, explores the question of how PC companies can make money in the increasingly price-competitive consumer market. The senior staff of Praxim, a multibillion-dollar maker of desktop computers, face some tough questions: Is it possible to make money selling personal computers to consumers? And if so, how? What resources need to be mustered...Starting at €8.20
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The New Sales Imperative (Spanish version)
Toman, Nicholas; Adamson, Brent; Gomez, CristinaArticle HBS-R1702JMarketingThey work to understand customers' purchase journeys; identify significant customer challenges at each buying stage; arm their sellers with tools to help overcome each challenge; and track customers' purchase progress so that they can intervene to keep the process on track.Starting at €8.20