Case Study Questions

Session: 2014 -15 Term: V

Course Name: Business-to-Business (B2B) Marketing

Name of Course Coordinator/Instructor(s): Prakash Bagri

CMR Enterprises Das Narayandas, Mary Neuner Caravella

HBS, 2001

Study Questions

1. What should CMR do about the Blackstone account now? 2. How much profit is being generated by CMR’s commercial relative to its residential business?

By the Blackstone account? 3. Was CMR’s decision to initiate a relationship with Blackstone a good one? 4. What is the nature of CMR’s business? How does it differ across the two market segments? 5. How did the CMR Blackstone relationship evolve over time? Highlight important events and

actions that influenced this evolution. 6. Why did CMR persist in the Blackstone relationship? How would you remedy such a

situation?

HubSpot: Inbound Marketing and Web 2.0 by Thomas Steenburgh, Jill Avery, Naseem Dahod

HBS Premier Case Collection, 2009

Study Questions:

1. Do you agree that the "rules of marketing" have changed? If so, how? Is inbound marketing the answer?

2. Is HubSpot finding and serving the right set of customers? Should HubSpot widen its focus and serve any customer that comes its way or should they narrow their focus to serve specific customers? If so, who?

3. HubSpot has begun to change its product as it has begun to learn more about its customers. Should it do more? Should its pricing strategy change too?

4. Are Halligan and Shah being too stubborn by not doing outbound marketing? 5. Halligan and Shah want HubSpot to be to marketing, what salesforce.com is to sales. What

would your plan of action be to make this happen?

Atlantic Computer: A Bundle of Pricing Options Neeraj Bharadwaj, John B. Gordon HBS, 2007

Study Questions:

1. What price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (Tronn servers + PESA software tool)?

2. Think broadly about the topline revenue implications from each of the different (?) pricing strategies. Approximately, how much money will be “left on the table” over the next three years, if the firm were to give away the software tool for free (status quo pricing) versus utilizing alternate pricing strategies?

3. How is Matzer likely to react to your recommendation? 4. a) How is Cadena’s salesforce likely to react to your recommendation?

b) How are customers in your target market likely to react to your recommendation? What response can be provided to overcome any objections?

5. How is Ontario Zink’s senior management likely to react to the Atlantic Bundle?

KONE: The MonoSpace Launch in Germany Das Narayandas, Gordon Swartz HBS, 2005

Study Questions: To be provided later

Hospital Equipment Corp. Clayton M. Christensen HBS, 2007

Study Questions: To be provided later

Seibel Systems, Part 1 & 2 John Deighton, Das Narayandas HBS, 2003

Questions embedded in the case. To be used in terms of forming perspectives and analysis.

Documentum, Inc. by Rajiv Lal, Sean Lanagan

HBS, 2002 Study Questions:

1. What did Documentum learn from its experience with the first two customers? 2. Should Documentum accept the Marsh & McLennan deal? 3. What’s your reaction to Moore’s method of selecting the target market? 4. What is the difference between a horizontal and vertical strategy? What are the key success

factors in each of these? What does it take to implement the two strategies?