Facing slower growth, increased global competition, and volatile economic conditions, today's business-to-business marketers are challenged to develop strategies that can improve business performance. This program provides frameworks and tools for combating commoditization, achieving differentiation through innovation, capturing global opportunities, and coordinating marketing actions to align with strategy. Whether you're on the front lines of innovation or seeking ways to manage a mature business, you will discover how to craft customer segments and steward distribution channels to maximize profits.
Focused on building sustainable, profit-enhancing marketing strategies, this targeted leadership development program explores the unique problems confronting business-to-business marketers. Through interactive lectures, global case studies, and best-practice examples, you will gain powerful insights and proven approaches for addressing challenges in an increasingly digital and global marketplace.
Specifically designed by HBS faculty, the curriculum explores how business-to-business companies can maintain, harvest, and improve the profitability of their existing businesses and, at the same time, innovate to prevent commoditization. You will learn how to develop effective go-to-market strategies for new products, and better manage channels and segments to improve the profitability of existing products.
This program is designed primarily for mid-level and senior managers of large established firms or start-ups who are responsible for product innovation, sales and distribution management, and marketing efforts. It also is appropriate for entrepreneurs, purchasing and distribution managers, channel marketing managers, strategic planners, and managers from marketing support organizations. Individuals and teams are encouraged to apply.
Programs, dates, fees, and faculty are subject to change.
In accordance with Harvard University policy, Harvard Business School does not discriminate against any person on the basis of race, color, sex or sexual orientation, gender identity, religion, age, national or ethnic origin, political beliefs, veteran status, or disability in admission to, access to, treatment in, or employment in its programs and activities.