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A Step-by-Step Guide to Smart Business Experiments (Spanish version)
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103HMarketingTake one action with one group of customers, a different action (or no action at all) with a control group of customers, and then compare the results. The feedback from even a handful of experiments can yield immediate and dramatic improvements. In this article, the authors provide a step-by-step guide to conducting business experiments. They look at organizational obstacles to success and outline seven rules to follow.Starting at €8.20
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A Step-by-Step Guide to Smart Business Experiments
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103H-EMarketingThe power of analytics in decision making is well understood, but few companies have what it takes to successfully implement a complex analytics program. Most firms will get greater value from learning to do something simpler: basic business experiments. Managers need to become adept at routinely using techniques employed by scientists and medical researchers. Specifically, they need to embrace the "test and learn" approach: Take one action with ...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study and Commentary)
Anderson, Eric T.Article HBS-R1309L-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study)
Anderson, Eric T.Article HBS-R1309X-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (Commentary for HBR Case Study)
Anderson, Eric T.Article HBS-R1309Z-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Anytime Fitness: Getting Online Marketing in Shape
Ángela Jiang Wang; Gallo, IñigoCase M-1381-EMarketingAnytime Fitness is a health and fitness club. The Spain branch is looking to increase subscriptions to its 60 centers in the country. They are wondering whether they should increase their online budget or their offline budget. Within the online budget, they also want to know what should be the mix of search advertising versus display advertising.Starting at €8.20
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Anytime Fitness: poniendo en forma al marketing online
Ángela Jiang Wang; Gallo, IñigoCase M-1381MarketingAnytime Fitness es una cadena de centros deportivos. La división de España busca la forma de aumentar el número de socios en los 60 centros que tiene distribuidos por todo el país. Se preguntan si deberían incrementar el presupuesto online o el offline. Dentro del presupuesto online, también quieren saber cuál sería el mejor mix de publicidad de búsqueda y publicidad de display.Starting at €8.20
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DurvisTech and Carla Falcón: Fixing a Sales Team
Gallo, Iñigo; Ángela Jiang WangCase M-1385-ELeadership and People Management, MarketingDurvisTech is one of the leading door manufacturers in Spain. The national team of sales agents has been underperforming in the past years, and Carla Falcón, who has just been appointed as the new national sales manager, needs to quickly find a solution to this situation and get the national unit back on track. Specifically, she will need to make decisions regarding three specific problematic sales agents.Starting at €8.20