| Lec # | Topics | Readings | Key Issues |
|---|---|---|---|
| Module 1: Marketing and Entrepreneurship | |||
| 1 | Introduction |
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). | |
| 2 | Sustaining Competitive Advantages of New Ventures |
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) |
Source of competitive advantages of new ventures Does there truly exist a first mover advantage? Network externality |
| 3 | Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus | Challenges and difficulties in marketing faced by a new venture. | |
| Module 2: Identifying Market Opportunities | |||
| 4 | Market Research |
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). |
Information Sources Qualitative/Quantitative Market Research Low Budget Or No Budget Market Research |
| 5 | Wildfire Communications | Case: Wildfire Communication Inc. (A), (HBS Case, 9-396-305). | |
| 6 | Demand Forecasting | Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR, 1988 (Reprint No. 88401). |
What information is required? How to forecast sales of a truly innovative product/service How to forecast sales of an early entrant to market How to forecast sales of a pioneer brand after the market entry of a new competitor Survey-based forecasting Model-based forecasting |
| 7 | AT&T; USA Direct In-Languge Service: India | Case: AT&T USA Direct In-Language Service, India (HBS, 9-596-013). | |
| Module 3: Market Development | |||
| 8 | Creating a New Market | Case: net.Genesis, Inc. (HBS, 9-500-009). | |
| 9 | Segmentation and Targeting | Case: WaterTest Corporation (HBS case, 9-389-022). | |
| 10 | Product Concept Development | 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. |
Lead user method Conjoint method |
| 11 | Focus vs Diversification |
Biolos, J., "Why Focus is Vital... and How to Achieve It," Harvard Management Update, 1997. Case: CNET 2000 (HBS case, 9-800-284). | |
| 12 | Positioning Tools |
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 | |||
| 13 | Brent Hodgins, Guest Speaker | Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107). | Building a strong brand |
| 14 | Leverage Communication | Case: WARNET-Lambert Ireland: Niconil (HBS, 9-593-008). | |
| 15 | Overcome Market Resistance | Case: TIVO (HBS case, 5- 501-057). |
Facilitate the acceptance rate of a new product Consumer Education |
| Module 5: Entrepreneurial Pricing Strategy | |||
| 16 | Pricing Tools I | Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501). |
How to determine a price for a truly innovative product Cost-based pricing vs Value-based pricing Behavioral pricing How to measure potential buyer?s willingness-to-pay |
| 17 | Pricing Tools II |
Bundle pricing Segment pricing Product-line pricing Menu pricing | |
| 18 | Market Expansion and Pricing |
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 | |||
| 19 | Mathsoft (A) | Case: Mathsoft (A) (HBS case, 9-593-094). | |
| 20 | Guest Speaker: Nick Lazaris, CEO of Keurig |
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 | |||
| 21 | Managing Customers |
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). |
How To ?Build? Loyal Customers How to manage customer satisfaction |
| 22 | Relationship Marketing and Wrap-Up | Case: BizRate.com (HBS, 9-501-024). | |
| Presentation of Marketing Plans | |||
| 23 | Presentation of Marketing Plans | ||
| 24 | Presentation of Marketing Plans | ||
| 25 | Presentation of Marketing Plans | ||