Calendar

Module 1: Marketing and Entrepreneurship

SES # TOPICS READINGS KEY ISSUES
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)

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

SES # TOPICS READINGS KEY ISSUES
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).

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

Readings:
Barnett, F.W., "Four Steps to Forecast Total Market Demand," HBR1988 (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

SES # TOPICS READINGS KEY ISSUES
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 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.
Lead user method

Conjoint method
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 KEY ISSUES
13 Brent Hodgins, Guest Speaker Readings:
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

SES # TOPICS READINGS KEY ISSUES
16 Pricing Tools I Readings:
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 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 KEY ISSUES
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 KEY ISSUES
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).
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

SES # TOPICS READINGS KEY ISSUES
23 Presentation of Marketing Plans
24 Presentation of Marketing Plans
25 Presentation of Marketing Plans