|Lec #||Topics||Readings||Key Issues|
|Module 1: Marketing and Entrepreneurship|
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?
|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|
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).
Qualitative/Quantitative Market Research
Low Budget Or No Budget Market Research
Case: Wildfire Communication Inc. (A), (HBS Case, 9-396-305).
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
|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
|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).
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
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
|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
How to measure potential buyer?s willingness-to-pay
|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|
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|
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|