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TIGHTEN THE BELT WITHOUT STRANGLING THE BUSINESS 

Managing a business has always been difficult.  But, almost everyone agrees that managing a business during the current economic malaise is more difficult than at any time in memory.  In this crisis period, it is particularly important to manage customer value, costs, prices, and risks.  But, it is not terribly clear how to balance conflicting needs and goals.  This talk will deal with those issues.  Much of the time will be spent in interactive discussion after the presentation of a framework for considering management in these tough times.  The material is based on Professor Ben Shapiro’s continuing research on high profit, high performance companies. 

Benson P. Shapiro is a well-known authority on marketing strategy and sales management with particular interests in pricing, product line planning, and marketing organization. He is also the Malcolm P. McNair Professor of Marketing Emeritus at the Harvard Business School where he taught full-time from 1970 to 1997. Since 1997, Professor Shapiro has concentrated his professional time on consulting, speeches, boards of directors, and writing. He continues to teach at Harvard, and in the recent past has taught in several executive programs including the CEO Program, Young Presidents' Program, and Business Marketing Strategy, and has chaired the Sustainable Marketing Leadership for Mid-Sized Firms Program.

He has served as a consultant to over 300 companies including startups, medium-size firms, and large international corporations. And, he has participated in well over 160 executive education programs outside of Harvard for corporations and associations. During his 27 years on the full-time Harvard faculty, he taught a wide variety of MBA courses including Industrial Marketing, Sales Management, Creative Marketing Strategy, Integrated Product Line Management, and participated in many executive programs. Professor Shapiro has also held many adminstrative positions including Senior Associate Dean for Publications, Research Director, Head of the Required MBA Marketing Course, and Faculty Chair for Strategic Marketing Management, a two-week program for senior marketing executives. He is the author or editor of 14 books, and 19 Harvard Business Review articles including "Leveraging to Beat the Odds: The New Marketing Mind-Set," "What the Hell is Market Oriented?", "Manage Customers for Profits, Not Just Sales" and "Staple Yourself to an Order". Two of his most recent books, both co-edited, are Seeking Customers and Keeping Customers from the HBS Press. Professor Shapiro holds a BSE (Chemical Engineering) from the University of Michigan as well as MBA and DBA degrees from Harvard.