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How to Sell New Products
Steenburgh, Thomas; Ahearne, MichaelArtículo HBS-R1806G-ESenior leaders have great confidence in their ability to develop innovations, say the authors, but not in their ability to commercialize them. This may result from a lack of formal processes and effective talent-management strategies. Steenburgh and Ahearne suggest a new approach: Assess the skills of your salespeople systematically. Train them for knowledge and resilience rather than focusing on a product's bells and whistles. Create a psycholog...Desde 8,20 €
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Motivating Salespeople: What Really Works
Steenburgh, Thomas; Ahearne, MichaelArtículo HBS-R1207D-ENo sales force consists entirely of stars; sales staffs are usually made up mainly of solid performers, with smaller groups of laggards and rainmakers. Though most compensation plans approach these three groups as if they were the same, research shows that each is motivated by something different. By accounting for those differences in their incentive programs, companies can coax better performance from all their salespeople. As the largest cadre...Desde 8,20 €
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Target the Right Market (HBR Case Study)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210X-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €
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Target the Right Market (Commentary for HBR Case Study)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210Z-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €
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Target the Right Market (HBR Case Study and Commentary)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210K-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €