個案總覽

Boston Beer's current light-beer offering, Boston Lightship, has not been successful, and a student team is charged with investigating the problem and recommending a strategy. Highlights issues around branding, target customer selection, and cannibalization, and introduces the ZMET. Includes color exhibits.

Summarizes the business plan for a concept restaurant focused on late evening dessert service as well as its subsequent rollout plan.

The case describes the early evolution of Siebel Systems, a sales force automation software company, focusing on issues surrounding Siebel's use of systems integrators as implementation partners and the relationship between implementation and the selling function.

Supplements the (A) case.

A broad set of issues faces a young company in the Internet-based training business as it begins to sell its product to corporate customers. Issues include: profile of attractive candidates, compensation, definition of territory, definition of quotas, and role of regional management.

Stacey Lawson, HBS 1996, started a CAD parts representations database company to help designers and engineers with the design process. The company has completed its product and is starting to sell it. The case examines issues involving the organization of the sales force and the pricing of the product.

Alexander d'Arbeloff, Teradyne's founder and CEO, is launching his company into the software and network testing business. He has acquired three external start-ups and is beginning to integrate them with the rest of the company. While Teradyne's core business--semiconductor testing--is doing extremely well, it has been nearly 25 years since Teradyne has started a new business that has proven to be successful.

Spreadsheet supplement for case 898-171.

The founders of Nantucket Nectars are trying to decide whether to sell their company. The case describes how the founders started the company and grew the Nantucket Nectars brand name.