Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — You accept orders even though you don’t have enough product to satisfy demand — Rather than being upfront with customers, you pray no one gets upset with the delay. Remember… Half the truth is often a whole lie.

Discount 106

Discount Price Mass Marketing Reputation 106

Harvard Business Review

APRIL 25, 2011

This post is part of a three-week series exploring the re-invention of the social infrastructure of cities, published in partnership with the Advanced Leadership Initiative at Harvard University. 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.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

Harvard Business Review

AUGUST 8, 2011

This innovation came to market in 1964 and quickly became a smash success, setting the standard for the industry and greatly expanding computer use around the globe. Never settling, IBM management charged a taskforce with developing a personal computer to compete in the young, growing market for smaller, more versatile machines.

Customer Intimacy 16

Customer Intimacy How To Mass Marketing System 16

Harvard Business Review

NOVEMBER 24, 2010

For example, if youre just here to sell sugar-water, then "innovating" slightly new flavors of soda every few months, and finding novel markets to "sell" it in (read: competencies in product innovation and mass marketing) is probably good enough.

Short-term 17

Short-term Guidelines Mass Marketing Telecommunications 17

Harvard Business Review

JUNE 15, 2017

1 — Consistent Leadership Over Time Matters in This Market. Large American companies have complicated structures that often require international leaders to have regular face-to-face interaction at headquarters; this can take away from being in close touch with the Indian market. Understanding it takes time and focus.

CEO 15

CEO Long-term Short-term Mass Marketing 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. They knew digital photography was the future and invested heavily in hybrid technology in the hope of managing the transition from physical photo printing. It didn't work.

Christensen 9

Christensen Disruptive Innovation Mass Marketing Wireless 9

Harvard Business Review

MAY 30, 2014

Not Good at All Google Finally Discloses Its Diversity Record, and It’s Not Good PBS NewsHour Google released its global workforce numbers, revealing that 70% of its employees are men, a number that increases to 83% and 79% if you look only at tech jobs and leadership roles. Communication Managing yourself'

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

NOVEMBER 17, 2015

With a strong, competent, and independent chair able to step in and assume responsibility (and possibly act as interim CEO), a company in a crisis that destroys its leadership is better placed to navigate the storm. Hayward’s leadership had contributed to BP underplaying safety its U.S. Take the case of BP.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

JULY 22, 2015

But a new study on Hollywood producers in the Strategic Management Journal reminds us that it’s not that simple. The researchers behind this new study point out that recent work on RBV has focused on managers as the ones generating the revenue from the company’s resources. Sounds logical, right?

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

JANUARY 25, 2016

Every manager, male or female, saw the difference very fast, without any preaching on my part. He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Some were very strategically aimed at women, others carefully crafted for men. So far, so good.

Company 8

Company Advertising Market Segmentation Mass Marketing 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 9

Mass Marketing Transportation Depreciation Short-term 9

In the CEO Afterlife

FEBRUARY 13, 2017

I went in assuming his students believed corporate management and entrepreneurship were principles of contradiction — the only contrarians would be members of the flat earth society. In the meantime, perennial innovators the likes of Apple, FedEx and Amazon extended their leadership over old-guard competitors. “I want you for balance.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100

Harvard Business Review

FEBRUARY 7, 2018

” The first problem is it encourages managers to focus most of their attention on market share and not enough on the category itself. But if your category is declining or about to decline, your moat, your leadership in cost, and your execution will all look silly at best and could be a big write-down at worst.

Strategy 16

Strategy Mass Marketing Business Model Brand 16