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. Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

DECEMBER 17, 2012

Recent corporate history is littered with successful established firms who failed to manage disruptive innovation even with full knowledge that it was coming. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. Kodak is a poster-child. It didn't work.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

JUNE 15, 2017

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. A future GM CEO will have to re-enter India both to leverage its huge consumption market and to tap into the country as a source for global innovation.

CEO 10

CEO Long-term Short-term Mass Marketing 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. But since the most senior leadership teams are male-dominated, a lot of what happens in companies ends up reflecting that, including how they look and sound. He’d thought it was nice!

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

NOVEMBER 24, 2010

In turn, reflection becomes the rocket fuel for experimentation, the lifeblood of high-level innovation, the spark of deeper meaning, and the wellspring of enduring purpose. If youre here to "innovate" sugar water, then thinking in terms of orthodox buyers and suppliers might do the trick. So throw Frederick W.

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

JUNE 7, 2013

While every other player in the electric car space was focused on innovating individual pieces — vehicles, batteries, charge spots — Better Place''s strategy was unique in innovating the larger puzzle to deliver an affordable drive-anywhere, anytime solution. Note to Tesla owners: you are not the mass market).

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8

In the CEO Afterlife

FEBRUARY 13, 2017

Corporate giants dominated markets and gobbled up competitors; along the way they failed to cope with rapid change. Their competitive edge eroded because the people at the top, who considered themselves the corporate brain, failed to adapt or innovate. The brain viewed the masses below it as the muscle.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100

Harvard Business Review

FEBRUARY 7, 2018

some people use it some of the time) to mass (e.g., Similarly, categories decline when categories hit their peak and are replaced by better, more innovative categories. Like how the growth of and innovation in food service may eventually turn cooking into a niche hobby like sewing. Categories grow when they go from niche (e.g.,

Strategy 12

Strategy Mass Marketing Business Model Brand 12