Harvard Business Review

DECEMBER 2, 2010

Today, Seth Godin examines the challenge of marketing to the world's poor. Its success will depend on the ability to create a market for the idea. Acumen creates these markets using patient capital. So how can the $300 House be marketed effectively? Triple the U.S. population by three. How do we do that? And so it grows.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

Harvard Business Review

SEPTEMBER 26, 2014

Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Certain local markets have the right ingredients to ripen demand. What makes them unique?

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

MAY 9, 2016

In an era of high-stakes innovation, there is no clearer illustration of how to develop new products the right way (and the wrong way) than a tale of two car companies. When the Cayenne came to market in 2003, it was an instant hit. ” The Cayenne became a huge profit-maker for Porsche. How Porsche got the product right.

Products 8

Products Productivity Development Sports 8

Harvard Business Review

MARCH 12, 2012

Increasingly, Western companies are developing products in countries like China and India, and then distributing them globally. For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. and which they now sell in Europe and the U.S.

Glocalization 13

Glocalization Mass Marketing P&L Globalization 13

Harvard Business Review

JUNE 15, 2017

Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

DECEMBER 30, 2016

As Feng Zhu and Nathan Furr observe in their article “ Products to Platforms: Making the Leap “: “In a product business model, firms create value by developing differentiated products for specific customer needs, and they capture value by charging money for those items.

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

MAY 24, 2016

Some products are truly innovative but stay walled up too long in R&D and then are released to market when they are no longer unique. We term these product launches “minivations” and they are the result of product developers who don’t realize just how much value their offerings would provide to customers.

Products 8

Products Productivity Price Arkes 8

Harvard Business Review

APRIL 12, 2013

He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. This reflects a troubling development in our economy, what some have termed the "hourglass economy."

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

APRIL 29, 2016

” will be difficult for many companies to achieve — not for lack of technological expertise but because they’ll fail to recognize the value of design in connected product development. applications pushed technology to address B2B market requirements. This evolution to “Internet of Things (IoT) 2.0”

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

MAY 31, 2011

Now, well over a decade later, as developing-economy competitors take the lead, U.S. companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides.

Incubator 15

Incubator Business Model Mass Marketing Globalization 15

Harvard Business Review

MARCH 30, 2016

When the Microsoft Surface first appeared, many critics panned it as a clumsy move into hardware — a device that was stuck in the middle, a half-step behind the hot market for tablets and only a half-step beyond the dying market for PCs.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

MARCH 1, 2013

There are a ton of dating apps on the market, but they all fail to please a pretty important demographic: women. Friedman says developers still have a lot of work to do because mobile dating is still a “weird” experience for many women.

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

Harvard Business Review

MARCH 12, 2018

Developing what we call an “M&A strategy for talent” is one way to overcome this. Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

APRIL 15, 2014

Designers and entrepreneurs have been experimenting with live prototyping — putting unfinished product ideas in the context of real markets and real customer situations — for years, and now bigger businesses have begun to catch on. Is quality essential in your market, or simply a nice-to-have. Might we tarnish our brand?

Brand 8

Brand Products Productivity Mass Marketing 8

Harvard Business Review

OCTOBER 11, 2011

Pampers is now one of UNICEF's largest corporate donors, yet the campaign has delivered year-on-year growth for P&G's brand even in its toughest markets. The result is a new model for cause-related marketing, an innovative way to strengthen mature brands, and a path-breaking avenue to raise money for the big issues.

Maturity 12

Maturity Mass Marketing Brand Comparison 12

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. By 1955, IBM's revenues were $564 million and it led the world market in making computers. Here are several lessons worth sharing.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

MAY 26, 2014

Should the new activity have a separate stock market listing or separate funding? Shell’s preference for a strategy of vertical integration proved a disaster in aluminium, and BAT’s belief in market share was as damaging when the company entered financial services. How Samsung Gets Innovations to Market. An HBR Insight Center.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

APRIL 23, 2013

There is another reason, too, that the drone market is set to take off. In February, as part of an FAA spending bill, Congress ordered the agency to develop rules by 2015 that would allow military, commercial, and privately-owned drones to operate in U.S. Not surprisingly, people are lining up to buy them. But that is about to change.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

APRIL 25, 2011

While minuscule amounts of program money are trickling out to small-scaled community-development institutions, billions of dollars are sitting in endowment funds. Large corporations know more about opportunities in Chinese markets than they do about opportunities in US cities. Institutions aren't stupid. They're not mean-spirited.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

Harvard Business Review

JANUARY 1, 2013

In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Today's war for talent is the war for identifying, developing, and retaining true change-agents. The stronger your brand, the stronger that signal.

Human Capital 13

Human Capital Brand Mass Marketing Reputation 13

Harvard Business Review

NOVEMBER 4, 2011

Take the robot developed by a team at Carnegie Mellon's Robotics Institute to assist in autism research. Seeing a potential revenue stream to fund more research robot development, the team set up a company, BeatBots , to make a very pared-down version with the same look and feel available to the consumer market.

Mass Marketing 10

Mass Marketing CEO Technology Conference 10

Harvard Business Review

SEPTEMBER 14, 2011

Chirotech specializes in biocatalysis and chemocatalysis, two important subspecialties of biotechnology and chemistry that help develop key biological and chemical intermediates needed for the efficient production of medicines. It is commonly believed that emerging market companies tap Western R&D talent in order to 'move up the value chain.'

Globalization 11

Globalization Innovation Decentralization Chemicals 11

Harvard Business Review

APRIL 13, 2015

Warren Buffett has earned his nickname because he’s proven time and again that he has an eye for predicting how markets will change and which companies will succeed in the aftermath. When markets or technologies change, it often requires entire segments of the value network to be reimagined. What’s changed?

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

DECEMBER 17, 2012

Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. They are not "lead users" — users who today want new solutions to leading-edge needs that will disrupt firms serving the middle of the market tomorrow.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

MAY 3, 2011

They have an idea for a vocal "warm-up" program and intend to develop and market computer programs and videos to effectively coach aspiring performers. A typical example is one like this one from two singers, Kim Stern and Deidre Goodwin.

Retail 14

Retail Discount Mass Marketing Download 14

Harvard Business Review

JANUARY 3, 2013

They also are finicky about marketing ("how you market it").sometimes sometimes the badge value comes from the product not being mass marketed, but rather endorsed by those in the know. And they are far more receptive to innovative pricing/profit model ("how you make money from it").

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

JANUARY 11, 2017

The companies that are most vocal about environmental and social issues tend to be big, mass-market brands — well-known retailers , consumer products giants , and tech firms that are telling a new story to consumers who increasingly care about sustainability. Brand-Building and Customer Connection.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

MARCH 16, 2016

The required changes may surprise you and raise questions about effective selling in your market. To improve retention rates, dealers must create welcoming sales cultures, institute flexible hours, and invest in the development of their sales reps. Not everyone likes negotiating price, but a lot of people do.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

FEBRUARY 27, 2013

Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. He creates a vision for the world that is led by the brands that can develop, nurture and build a tribe of followers. Seth Godin: The tribes we lead. and who you spend them on.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

NOVEMBER 30, 2016

This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. First, here’s what not to do: Stamp any and every product bearing even modest risk as dangerous or hazardous.

Chemicals 8

Chemicals Mass Marketing System Policies 8

Harvard Business Review

JUNE 7, 2013

Its approach was the first to align the key actors in the ecosystem in a way that addressed the critical shortcomings — range, resale value, grid capacity — that undermine the electric car as a mass-market proposition. Note to Tesla owners: you are not the mass market).

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8

Harvard Business Review

JUNE 27, 2014

As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. This shift will play out most obviously in marketing communications and advertising. This does not reflect income level.

Marketing 9

Marketing Mass Marketing Retail Market Segmentation 9

Harvard Business Review

FEBRUARY 5, 2013

Freedom of contract, however, proved inconvenient when mass markets arose, and companies needed to do business the same way with millions of customers at once. Handy as this hack was in the age of mass marketing, it has become a massive source of friction for everybody interacting with services on the internet today.

Mass Marketing 8

Mass Marketing Short-term Long-term Policies 8