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. They take a "market-back" perspective.

Glocalization 16

Glocalization Mass Marketing P&L Globalization 16

Harvard Business Review

DECEMBER 2, 2010

So Acumen finds entrepreneurs on site in the developing world, funds them, teaches them and pushes them to build really big organizations. As a result, stores in the developing world tend to be stocked with the classic, the tried and true, because people buy refills of previous purchases, not the new. Mass market acceptance is rare.

Marketing 16

Marketing Mass Marketing Early Adopters Venture Capitalist 16

Harvard Business Review

MAY 31, 2011

Now, well over a decade later, as developing-economy competitors take the lead, U.S. Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. based solar energy companies produce systems that compete on price, opening up huge new mass markets for renewable energy?

Incubator 16

Incubator Business Model Mass Marketing Globalization 16

Harvard Business Review

OCTOBER 11, 2011

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. Research showed that such pro-social qualities were increasingly demanded by consumers in developing, as well as developed, nations.

Maturity 14

Maturity Mass Marketing Brand Comparison 14

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 17

Process Competitive Advantage Outsourcing Supply Chain 17

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. Precision business models and one-to-one marketing may still feel out of reach for some.

Marketing 12

Marketing Mass Marketing ROI CRM 12

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 13

Mass Marketing CEO Technology Conference 13

Harvard Business Review

AUGUST 8, 2011

Throughout the 1920s, and even in the midst of the Great Depression in the early 1930s, he kept the company focused on what was then cutting-edge tabulation — the punch card machine — pouring profits back into research and development. Within a decade, however, IBM had fallen behind in the market it did so much to create.

Customer Intimacy 16

Customer Intimacy How To Mass Marketing System 16

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. In fact, the advertisement announced proudly that the company was “kicking the finance guys” out of the development process.

Products 8

Products Productivity Development Sports 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. And it's easier to sell to a monolithic mass market than to the diverse and dynamic collection of markets that we call a city. They're not mean-spirited.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

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 15

Retail Discount Mass Marketing Download 15

Harvard Business Review

JUNE 15, 2017

PepsiCo developed an entire line of snack foods, Kurkure, just for India, while Whirlpool designed its washing machines to attract Indian buyers who preferred hand washing. For example, Suzuki, known in America for its motorcycles, holds 47% market share in India’s car market.

CEO 15

CEO Long-term Short-term Mass Marketing 15

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 14

Globalization Innovation Decentralization Chemicals 14

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 15

Human Capital Brand Mass Marketing Reputation 15

Harvard Business Review

MAY 26, 2014

The divisions pay for what they get, and contribute a negotiated amount to the development of the brand. Mass-market brand-behemoth Unilever applied a creative solution to the problem of subtracted value when it acquired the up-market brand Elizabeth Arden. It appointed a gatekeeper.

Mass Marketing 13

Mass Marketing Brand Disruptive Innovation Advice 13

Harvard Business Review

APRIL 12, 2013

There''s one big reason JCP would never be "Bloomingdale''s for the mass market," as Johnson wanted it to be, and that''s because the mass market is gone. This reflects a troubling development in our economy, what some have termed the "hourglass economy." Because the middle class is gone, or at least rapidly going.

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

MAY 24, 2016

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. A few years ago, a Silicon Valley-based manufacturer of electronics components developed a product that would become a breakthrough in its category.

Products 11

Products Productivity Price Arkes 11

Harvard Business Review

MARCH 1, 2013

Friedman says developers still have a lot of work to do because mobile dating is still a “weird” experience for many women. Brian Palmer at Slate provides us with some clues, and he says “corporate trickery” and “market manipulation” have nothing to do with Big Beer’s success. BONUS BITS: Finally!

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

Harvard Business Review

APRIL 15, 2014

Focusing initially only on those moments that highlight the biggest business risks can decrease development requirements and customers’ interaction time with your prototype. They have been able to release Google Glass to the public before it’s ready for mass market use.

Brand 9

Brand Products Productivity Mass Marketing 9

Harvard Business Review

APRIL 23, 2013

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. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." But that is about to change.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 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 9

Christensen Disruptive Innovation Mass Marketing Wireless 9

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 9

Engineering Mass Marketing Automotive Human Capital 9

Harvard Business Review

MARCH 30, 2016

The advantage of hybrids is that they are a half-step that can help their developers manage long and difficult transitions, such as the one between generations of technology or the transition between careers. Rather than cracking down on the hackers, it hired the hackers, who then developed a second game for Valve.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 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

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

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

APRIL 13, 2015

The development of these technologies is setting the stage for machines to think. The types of tools that developers need will change. Supermarkets became popular in the 30’s because the mass market had only recently gotten access to cars. Some of the opportunity will be in the development of on-demand services.

Software 8

Software Trends Mass Marketing Marketing 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

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. In one sense, none of this is surprising or cutting edge.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

MARCH 16, 2016

To improve retention rates, dealers must create welcoming sales cultures, institute flexible hours, and invest in the development of their sales reps. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind. Female sales turnover is 90% annually. It’s good for business.

Price 8

Price Automotive Mass Marketing Industry 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). It declared bankruptcy on May 26.

Mass Marketing 9

Mass Marketing Transportation Depreciation Short-term 9

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. The New Marketing Organization.

Marketing 11

Marketing Mass Marketing Retail Market Segmentation 11

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 9

Mass Marketing Short-term Long-term Policies 9