15.835 | Spring 2002 | Graduate

Entrepreneurial Marketing


Lec # Topics Readings Study Questions
and Assignments
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)

  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’s 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
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).

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

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
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

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

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).

Assignment 2: Demand Forecasting (PDF)

Assignment 2: Blogit Software (ZIP)
(this archive contains the Blogit executable file, 1 .dat file and 1 .prg file which are required by the application).

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
16 Pricing Tools I

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

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).

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    

Course Info

As Taught In
Spring 2002
Learning Resource Types
Lecture Notes
Written Assignments with Examples