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The Art of American Advertising

by Carmen Nobel

Harvard Business School's Baker Library is hosting a historical exhibit that examines the advertising industry in a bygone era. Open for comment; 0 Comments.

Yes, You Can Raise Prices in a Downturn

by Sean Silverthorne

If you and your customers understand the value represented in your pricing, you can—and should—charge more for delivering more. An interview on "performance pricing" with researchers Frank Cespedes, Benson P. Shapiro, and Elliot Ross. Key concepts include: Pricing builds or destroys value faster than almost any business action. Performance pricing seeks to maximize both the customer benefit and the selling company's profitability. The idea is to create more space between the value provided to customers and your cost. Performance pricers make attractive returns in almost every business—at least over the full business cycle. Closed for comment; 0 Comments.

‘Ted Levitt Changed My Life’

by Julia Hanna

Many students say legendary Harvard Business School marketing professor Ted Levitt changed their lives inside his classroom and out. "Ted Levitt was the most influential and imaginative professor in marketing history," HBS professor and senior associate dean John Quelch eulogized on the occasion of Levitt's death in 2006. Colleagues and students remember a life and times. From HBS Alumni Bulletin. Closed for comment; 0 Comments.

Classic Cases Live On at HBS

by Garry Emmons

Harvard Business School is famous for its case method of classroom teaching. Here is a look at some of the classic cases that have been taught to business leaders worldwide—and are still in use today. Closed for comment; 0 Comments.

How an Order Views Your Company

by Sarah Jane Johnston

HBS Professors Benson Shapiro and Kash Rangan bring us up to date on their pioneering research that helped ignite today’s intense focus on the customer. The key? Know your order cycle management. Closed for comment; 0 Comments.

Commodity Busters: Be a Price Maker, Not a Price Taker

by Benson P. Shapiro

Too many businesses are price takers, not price makers. That means they are willing to lower prices to capture market share or to sign up a marquee customer. But Harvard Business School professor Benson P. Shapiro says don't let your ego get in the way of good business sense. Here are seven steps toward naming your own price. Closed for comment; 0 Comments.

Want a Happy Customer? Coordinate Sales and Marketing

by Benson Shapiro

In today's hyper-competitive world, your sales and marketing functions must yoke together at every level—from the core central concepts of the strategy to the minute details of execution. Harvard Business School professor Benson Shapiro on creating the customer-centric team. Closed for comment; 0 Comments.

Is Performance-Based Pricing the Right Price for You?

by Benson Shapiro

Not every industry or company can benefit from performance-based pricing. But where there is a fit, PBP can be a powerful tool that merges the interests of buyers and sellers, says Harvard Business School professor Benson Shapiro. Closed for comment; 0 Comments.