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Case

Reference no. 9-898-213

Subject category: Entrepreneurship

Authors: Jon M. Biotti (Harvard Business School); Joseph B Lassiter III (Harvard Business School); Michael J Roberts (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 1998

Version: 19 July 2000

Length: 24 pages

Data source: Field research

Topics: CAD; California Research Center; Data bases; Entrepreneurial management; Market analysis; Marketing strategy; Pricing; Sales organization; Sales strategy; Silicon Valley

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Abstract

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 the product. The case examines issues involving the organization of the salesforce and the pricing of the product.; To introduce students to issues of salesforce organization and pricing decisions.

Location:

Silicon Valley, CA

Industry:

CAD software

Size:

Start-up, 30 employees

Other setting(s):

1997-1998