Entrepreneurial Marketing

Calendar

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