A Course to the Top

In the top-down approach, Vander Zanden, says: “Our traditional company operates through a sales force that calls on administrators and leaders at the school-district level.” The company’s 1,000-page flagship catalog is based on the top-down model.

Meanwhile, in the bottom-up approach, the company targets teachers directly by offering specialty products presented in individual catalogs. In addition to specifying purchases for their classes and often having control of a small budget, teachers may spend, on average, $550 of their own money each year on items for their classrooms.