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Case
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Reference no. 9-588-044
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Minette E Drumwright (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 19 September 1995
Length: 20 pages
Data source: Field research
Topics: Marketing strategy; Organizational culture; Organizational structure; Sales
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Abstract

Scarce managerial talent, sales force turnover, and client attrition were potential problems underlying IDS' disappointing performance at mid-year 1987. The marketing vice president had three potential 'fixes': (1) increasing or decreasing the USD35 million budget for marketing programs; (2) accelerating the expansion of the 6,746-person sales force numerically; and (3) emphasizing the strategic geographical expansion of the sales force. The teaching objective is to show the intricacies of planning, organizing, and budgeting as a three-way interaction which impacts results.
Location:
United States
Industry:
Finance & insurance
Size:
USD2.9 billion sales
Other setting(s):
1987
Teaching note
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Reference no. 5-589-010
Subject category: Marketing
Authors: Minette E Drumwright (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 10 January 1989
Length: 20 pages
View full details
Case
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Reference no. 9-520-S14
Spanish language
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Minette E Drumwright (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 19 September 1995
Length: 21 pages
Data source: Field research
Topics: Marketing strategy; Organizational culture; Organizational structure; Sales; Organizational design
View full details

About

Abstract

Scarce managerial talent, sales force turnover, and client attrition were potential problems underlying IDS' disappointing performance at mid-year 1987. The marketing vice president had three potential 'fixes': (1) increasing or decreasing the USD35 million budget for marketing programs; (2) accelerating the expansion of the 6,746-person sales force numerically; and (3) emphasizing the strategic geographical expansion of the sales force. The teaching objective is to show the intricacies of planning, organizing, and budgeting as a three-way interaction which impacts results.

Settings

Location:
United States
Industry:
Finance & insurance
Size:
USD2.9 billion sales
Other setting(s):
1987

Related

Teaching note
-
Reference no. 5-589-010
Subject category: Marketing
Authors: Minette E Drumwright (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 10 January 1989
Length: 20 pages
View full details
Case
-
Reference no. 9-520-S14
Spanish language
Subject category: Marketing
Authors: Thomas V Bonoma (Harvard Business School); Minette E Drumwright (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 19 September 1995
Length: 21 pages
Data source: Field research
Topics: Marketing strategy; Organizational culture; Organizational structure; Sales; Organizational design
View full details