In the CEO Afterlife

APRIL 4, 2011

The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. Their competitive edge eroded because the people at the top, who considered themselves the corporate brain, failed to innovate. The brain also considered the masses below them, the muscle. Did you like this? Share it: Tweet.

CEO 150

CEO Mass Marketing Class Brand 150

Harvard Business Review

OCTOBER 19, 2016

Rather than starting with their own portfolio needs and barreling ahead—a supply-driven strategy that companies rarely seem to escape—successful companies start with the consumer’s mindset and use that lens to identify market gaps. times the cost of mainstream ice creams.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Leading Blog

MARCH 3, 2015

Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. Producers frequently operate in markets that require them to rethink the fundamentals of product or business design in order to deliver at scale. Taking a Relative View of Risk.

Mass Marketing 150

Mass Marketing Follow-up Maturity Operations 150

Harvard Business Review

NOVEMBER 9, 2012

The Met, with his inclusive strategy, has activated a mass market outside the confines of the theatre and of the traditional affluent and aging opera lover. I think marketers make way too much of segmentation — the art of identifying differentiated characteristics.

Mass Marketing 8

Mass Marketing Marketing Sharpe Price 8

Terry Starbucker

JULY 19, 2015

As another calendar year drew to a close, while our cable TV company was buoyed by better sales numbers as a result of new service activations and stepped up marketing, we were still struggling to reverse a downward overall trend. Our competitors offered more channels at a very competitive price, and were able to mass market.

Leadership 150

Leadership Metrics Price Mass Marketing 150

Harvard Business Review

APRIL 22, 2011

That's partly because, as we all know, organizations and cultures rebel against innovations, especially when they are first conceived. Nespresso took off when it stopped targeting offices and started marketing itself to households. That's why Brabeck brought in Yannick Lang, a 33-year-old marketer from Philip Morris.

Innovation 15

Innovation Mass Marketing Strategic Planning Marketing 15

Harvard Business Review

AUGUST 29, 2011

We've all been in conversations on the topics of creativity and innovation when Henry Ford's most famous adage is (excuse the pun) trotted out, usually accompanied by a knowing smirk and air of self-evidence. Battle lines are quickly drawn. Having grown weary of both sides of the debate, I was curious; did Ford utter those words?

Innovation 16

Innovation Mass Marketing Price Market Segmentation 16

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. As a result, it's extremely difficult to sell innovation to this consumer. Triple the U.S. population by three. Everything.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

CO2

JANUARY 2, 2011

These are: Customer Segments – An organization serves one or several customer segments. Technology and its role in travel 2.0 Pink Demos Dr. John Sullivan FORA.tv

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

SEPTEMBER 14, 2011

Dr Reddy's plan is to leverage Chirotech's scientific capabilities to optimize drug development processes, thus lowering manufacturing costs and speeding time-to-market. In recent years, Indian firms such as Dr Reddy's have also started globalizing their R&D footprint by moving into Western markets.

Globalization 11

Globalization Innovation Decentralization Chemicals 11

Harvard Business Review

MARCH 8, 2012

But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Surprisingly, such innovations defy gravity and flow uphill from the poor to the rich.

Glocalization 13

Glocalization Mass Marketing P&L Globalization 13

Harvard Business Review

DECEMBER 30, 2016

Surely this cheap, customer-centric, and data-driven innovation would impress the client. To make customers measurably happier, optimization mattered less than innovation. Their optimization strengths had become innovation weakness. Platforms, not processes, make innovations faster and easier to implement.

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

DECEMBER 3, 2010

It's rare that a technological innovation creates debate both in the Anthony household and among my colleagues, but Microsoft's Kinect had done just that. The core issue: did Microsoft over-stretch in its effort to transform the gaming market? My wife saw a commercial for Kinect, and said, "I assume you'll want that for Christmas.".

Mass Marketing 15

Mass Marketing Technology Video Long-term 15

Harvard Business Review

JUNE 6, 2016

. “But some of these photos were so far from that wavelength, it’s really helping us kind of realign with the mass market.” ” True customer insights – the kind that can drive breakthrough innovations — come from these kinds of surprising individual stories.

Productivity 8

Productivity Products Mass Marketing Franchising 8

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

APRIL 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. The recent failures of mass market retailers Sears and J.C. Change management Disruptive innovation Strategy' If it ain’t broke, break it.

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

APRIL 25, 2012

The same holds true for consumer focus groups, innovation contests, and more recently the use of social media sites to solicit feedback from consumers. The TV included many of the teens' suggestions, but didn't catch on in the mass market. That's often where the real innovation lies.

Power 15

Power Mass Marketing Focus Group Brand 15

Harvard Business Review

MAY 31, 2011

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. The Chinese now account for 80% of this market and will soon take it global.

Incubator 15

Incubator Business Model Mass Marketing Globalization 15

Harvard Business Review

JULY 25, 2016

The second installment moves Tesla beyond the traditional car market, with a plan to reconfigure our cities, energy systems, and our impact on the environment. Tesla’s initial strategy began like a start-up: to build a minimum viable product to test the market. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

MAY 26, 2014

The traditional advice, from Clayton Christensen’s work on disruptive innovations and Michael Tushman’s on organizational ambidexterity , is to set up the new activity as a separate unit, reporting to a manager at the corporate headquarters who can sponsor the new activity and help to integrate it with the rest of the company. Strategy'

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

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. But one innovation pitfall is particularly insidious because it doesn’t involve an outright failure; in fact, these product launches actually do well in the marketplace.

Productivity 8

Productivity Products Price Arkes 8

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. It was a significant risk for a company that knew fast cars, not family vehicles.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

MAY 15, 2012

His disruptive innovation theory, for example, says that incumbents that listen to their best customers — when their offering has already overshot the mainstream — leave themselves susceptible to attack from companies armed with simpler, more affordable solutions.

Christensen 13

Christensen Succession Storytelling McKinsey 13

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 14

Mass Marketing Market Segmentation Travel Marketing 14

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

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

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

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

APRIL 23, 2013

There is another reason, too, that the drone market is set to take off. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." Government Innovation Technology' Not surprisingly, people are lining up to buy them. airspace) and are flown away from populated areas.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

JANUARY 3, 2013

The average consumer did not have access to the quality of equipment that professional athletes and healthcare providers had, until breakthrough innovation created higher quality yet affordable options. They also are finicky about marketing ("how you market it").sometimes Both UnderArmour and Roche are great examples of this.

Price 8

Price Mass Marketing B2B Quality 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 Productivity Products Mass Marketing 8

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

APRIL 25, 2013

In the early days of an innovation, it''s hard to tell whether we are looking at the future or just another blip on the screen. As we know, stories are fast becoming the new coin of the marketing realm. Marketing thinkers now urge us to establish a symmetry between producer and consumer. Do we think of Timex as a mass brand?

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

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. I’ll then discuss some of LVMH’s challenges.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

AUGUST 2, 2016

In a group photograph, 30 CEOs with a combined market capitalization of $2.5 It is true that Kalanick consistently called China the most important market for Uber. Uber truly wanted to succeed in its fastest-growing market, one where taxi drivers outnumber their U.S. trillion smiled for the camera alongside the Chinese leader.

Marketing 8

Marketing CEO Mass Marketing Price 8