15.835 | Spring 2002 | Graduate

Entrepreneurial Marketing


Lec # Topics Readings Key Issues
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)

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
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).

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

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

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
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

Conjoint 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).

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).

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
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

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

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).

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    

Course Info

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