Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. It was better cars, with better financing options. It was clear what people wanted, and it wasn't faster horses. They should also feel free to ignore customers' inputs.

Innovation 16

Innovation Mass Marketing Price Market Segmentation 16

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. It will help us decide what we make, how much we make, and how we finance that production. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

MAY 26, 2014

New ventures, for example, often complain that the corporate finance function requires them to meet budget or lose bonuses or funding; or they can’t recruit the talent they need because of the corporate job evaluation approach. It appointed a gatekeeper.

Mass Marketing 10

Mass Marketing Brand Disruptive Innovation Advice 10

Harvard Business Review

JANUARY 25, 2016

He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Whether it’s in recruiting materials or executive speeches, in advertising or marketing messaging, companies tend to talk in stereotypes, even if they have female-dominated marketing teams.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

MAY 30, 2014

And because batteries are the single most expensive component in electric vehicles, that would be a big step toward his dream of a mass-market Tesla car. And the more transparency and disclosure the better?

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

APRIL 15, 2014

If you’re in automotive, you might look at other highly regulated industries, like healthcare and finance, which manage to experiment considerably despite stringent regulatory environments. They have been able to release Google Glass to the public before it’s ready for mass market use. Look across adjacent industries.

Brand 8

Brand Products Productivity Mass Marketing 8

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. 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