Harvard Business Review

OCTOBER 2, 2014

Meyer writes: So far, Apple has been a company focused on the mainstream, on the mass consumer, in an era where the most reliable profits could be found in the luxury market. To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. Apple Customers Marketing'

Mass Marketing 13

Mass Marketing Marketing Brand Meyer 13

The Horizons Tracker

JULY 18, 2021

” After 25 years of the mass-market internet the researchers believe it has been shown that these theories are fanciful in the extreme and the internet hasn’t removed the importance of face-to-face interactions or diminished the cost of distance.

Technology 131

Technology Mass Marketing Cooper Cost 131

HR Digest

JUNE 14, 2024

He shifted the company’s focus to robotaxis, shelving cheaper mass market electric cars, to the concern of some investors who feared the autonomous technology will be hard to perfect.

Proposal 52

Proposal Mass Marketing Retail Incentives 52

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

Frank Sonnenberg Online

DECEMBER 1, 2020

You rush a product or service to market even though it’s not ready for prime time — You hope you can work out the bugs before customers notice. You begin to sell your luxury products in mass-market retail stores to boost sales. — You hope salespeople don’t make discounting a habit. Sell value, not price.

Discount 105

Discount Price Mass Marketing Reputation 105

The Horizons Tracker

APRIL 28, 2022

It’s perhaps no surprise, therefore, that data from Rice University shows that market power today is more concentrated in the hands of a relatively small number of incumbents than ever before. It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems.

Entrepreneur 114

Entrepreneur Venture Capitalist Mass Marketing Globalization 114

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

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

In the CEO Afterlife

APRIL 4, 2011

The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. The change-makers are small to medium size enterprises that either lead niche categories or are keen to knock the big guy from the top rung of a mass market. link] #branding #marketing #advertising #design Follow Me on Twitter.

CEO 150

CEO Mass Marketing Class Brand 150

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

MAY 8, 2019

Youngme, Felix, and Mihir talk about the Beyond Meat IPO and whether plant-based meat alternatives like Beyond Burger and Impossible Burger will become mass-market products. They then discuss Facebook’s announcement that it is pivoting to put greater emphasis on user privacy.

IPO 12

IPO Mass Marketing Marketing Products 12

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. So how can the $300 House be marketed effectively? Triple the U.S. population by three. How do we do that? And so it grows.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

Harvard Business Review

SEPTEMBER 26, 2014

These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Sometimes it’s not immediately obvious why some geographic markets are such big consumers of a particular product. Certain local markets have the right ingredients to ripen demand.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. So marketers have something to learn from non marketers. The creators and producers, Steve Frank, Chris Henze, and Kelly Kulchak, struck on an ingenious way to solve the "many markets" problem. One size no longer fits all.

Marketing 15

Marketing Strategy Mass Marketing Audience 15

Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 11

Creativity Mass Marketing Products Productivity 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

AUGUST 21, 2018

And it’s not just low skilled, manual labor that’s at risk — “knowledge” work like operational analytics and marketing is also being taken over by sophisticated artificial intelligence algorithms. How Technology Is Reshaping Markets. So, what’s the result?

Mass Marketing 13

Mass Marketing Technology Contract Manufacturing Insurance 13

Harvard Business Review

MAY 25, 2018

Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches. Traditionally, marketing’s most important task was to broadcast the company’s brands to consumers.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

CO2

JANUARY 2, 2011

These are: Customer Segments – An organization serves one or several customer segments.

Business Model 141

Business Model Executive Coaching Execution Blog 141

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 Therefore, they focused on winning market share by adapting global offerings to meet local needs.

Glocalization 14

Glocalization Mass Marketing P&L Globalization 14

Harvard Business Review

APRIL 22, 2011

Nespresso took off when it stopped targeting offices and started marketing itself to households. If Nestle had gone only by market research — usually innovation's first enemy — the concept would never have gotten off the ground. 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

DECEMBER 3, 2010

The core issue: did Microsoft over-stretch in its effort to transform the gaming market? Microsoft hopes the $150 device one-ups Nintendo, which created a new market of gamers with its simple-to-use Wii system and console. 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

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

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 11

CEO Long-term Short-term Mass Marketing 11

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. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models. Annual model changes. It was clear what people wanted, and it wasn't faster horses.

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. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. When no one funds you, you know there's no market for your idea.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

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.

Products 8

Products Productivity Mass Marketing Franchising 8

Harvard Business Review

APRIL 12, 2013

He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. The former Apple executive was too Silicon Valley for the Plano, Texas, retailer. He was arrogant.

Class 8

Class Mass Marketing Retail Merchandising 8

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 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 15

Retail Mass Marketing Comparison Advertising 15

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. If it ain’t broke, break it. Will you confuse people? What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

DECEMBER 30, 2016

For most organizations, identifying which processes deserve or need to become platforms – hiring, training, fundraising, marketing, innovation, software development – becomes strategically paramount. ” ”Platformization” dissolves once-meaningful distinctions between product vs. process competitive advantage.

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

MARCH 1, 2013

There are a ton of dating apps on the market, but they all fail to please a pretty important demographic: women. This begs two questions: why are the most popular American brews so light in alcohol content, and why do they dominate the market?

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

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

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

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