15.835 | Spring 2002 | Graduate

Entrepreneurial Marketing


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  

Course Info

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