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    Shapiro, Benson P.Remove Shapiro, Benson P. →

    Page 1 of 8 Results
    • 06 Feb 2014
    • Research & Ideas

    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.

    • 26 Jul 2010
    • Research & Ideas

    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.

    • 17 Dec 2008
    • Lessons from the Classroom

    ‘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.

    • 15 Aug 2005
    • HBS Case

    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.

    • 20 Dec 2004
    • Research & Ideas

    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.

    • 10 Feb 2003
    • Research & Ideas

    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.

    • 27 Oct 2002
    • Research & Ideas

    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.

    • 22 Jul 2002
    • Research & Ideas

    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.

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