Readings

Module 1: Marketing and Entrepreneurship

LEC # TOPICS READINGS
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)

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

Module 2: Identifying Market Opportunities

LEC # TOPICS READINGS
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).

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," HBR, 1988 (Reprint No. 88401).
7 AT&T USA Direct In-Languge Service: In Case: AT&T USA Direct In-Language Service, India (HBS, 9-596-013).

Module 3: Market Development

LEC # TOPICS READINGS
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.
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

LEC # TOPICS READINGS
13 Brent Hodgins, Guest Speaker Readings:
Joachimsthaler, E., and D.A. Aaker, "Building Brands Without Mass Media," HBR, 1997 (Reprint No. 97107).
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

LEC # TOPICS READINGS
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

LEC # TOPICS READINGS
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

LEC # TOPICS READINGS
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

 LEC # TOPICS READINGS
23 Presentation of Marketing Plans
24 Presentation of Marketing Plans
25 Presentation of Marketing Plans