Assignments

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Module 1: Marketing and Entrepreneurship

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
1 Introduction 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).

2 Sustaining 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)

  1. What were the key elements (product, pricing, and distribution) of Netscape’s strategy before Microsoft, 1994-1995?
  2. What were key elements (product, pricing, and Distribution) of Microsoft’
    strategy?
  3. What could Netscape do before Microsoft’s market entry? Think about network externality and standards.
3 Guest Speaker: Eric Spitz, Chief Executive Officer of Trakus

Module 2: Identifying Market Opportunities

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
4 Market 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).

Please read all assigned readings and think about the following questions: 

  1. Do entrepreneurial firms need a marketing research? Why?
  2. Given resource constraints, what kind of marketing research do entrepreneurial firms need? 
  3. What are useful research methods (e.g. survey, experiment, internet, and so on) for entrepreneurs?


5 Wildfire Communications Case: Wildfire Communication Inc. (A), (HBS Case, 9-396-305).

Read the assigned case and think about the following questions:

  1. Is Wildfire too early, too late, or just right in terms of its timing in bringing this product/service to market?
  2. What are Wildfire's key resources?
  3. Does Wildfire have enough resources to pursue three applications (Personal, Corporate, and Network Wildfire) simultaneously?
  4. To pick up the best line-of-business, what kind of information may Wildfire need?How can they gather the information?
  5. Does Wildfire need a strategic partner? What are the benefits from a partnership? Who is the ideal partner for them?
6 Demand Forecasting Readings:
Barnett, F. W., "Four Steps to Forecast Total Market Demand," HBR, 1988 (Reprint No. 88401).
7 AT&T USA Direct In-Languge Service: India
Case: AT&T USA Direct In-Language Service, India (HBS, 9-596-013).   
   

Read the assigned case and think about:

  1. Why did Digitron need demand forecasting? 
  2. How would you assess Digitron’s approach to the forecasting task?Do you consider their aggregate forecasting model to be adequate to the forecasting task?What are the strongest (and weakest) elements of their approach?What impact will these weak elements have on the demand forecast? 
    How would you deal with the weak elements of the forecast?
  3. How would you assess Mr. Elliott’s use of ATT’s projected capital and operating costs for ETPH planning?What are the implications of the projected costs in light of the business demand forecasts and anticipated revenues? (Hint: breakeven analysis)
  4. What are critical components that Digitron did not take into account?

     
    Assignment 1: Concept Testing (PDF)
      Assignment 1: Concept Testing Example (PDF)

Module 3: Market Development

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
8 Creating a New Market Case: net.Genesis, Inc. (HBS, 9-500-009).
  1. What resources do they have?
  2. How attractive is the Web support software market to compete in?
  3. Evaluate net.Genesis’ move to a BVP (Big Value Proposition)-good idea or not?What about its focus on “creating the category” of e-business intelligence.”
    Does this make sense to someone with $1.5 million in revenues?
  4. Should they focus on certain vertical markets? If more focus is required, what are possible criteria for selection? If they decide to focus on a few segments, can they create the market of e-business intelligence?
9 Segmentation and Targeting Case: WaterTest Corporation (HBS case, 9-389-022).   
   
10 Product Concept Development Readings:
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.
11 Focus 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).

12 Positioning 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

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
13 Brent Hodgins, Guest Speaker Readings:
Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107).
Assignment 2: Demand Forecasting (PDF)
Assignment 2: Blogit Software (ZIP)
14 Leverage Communication Case: WARNET-Lambert Ireland: Niconil (HBS, 9-593-008).
15 Overcome Market Resistance Case: TIVO (HBS case, 5- 501-057).

Module 5: Entrepreneurial Pricing Strategy

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
16 Pricing Tools I Readings:
Dolan, R.J., "How Do You Know When the Price Is Right?" HBR, 1995 (Reprint No.95501).
17 Pricing Tools II
18 Market 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

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
19 Mathsoft (A) Case: Mathsoft (A) (HBS case, 9-593-094).
20 Guest 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

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
21 Managing 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).

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

Presentation of Marketing Plans

SES # TOPICS READINGS STUDY QUESTIONS AND ASSIGNMENTS
23 Presentation of Marketing Plans  
24 Presentation of Marketing Plans        
25 Presentation of Marketing Plans