Entrepreneurial Marketing

Readings

Lec #	Topics	Readings
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)
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).
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).
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.
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).
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