Harvard Business Review

OCTOBER 2, 2014

It’s easy to make a case that Apple is now positioning itself to become more of a provider of luxury-level technology. 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. But is that really right?

Mass Marketing 15

Mass Marketing Marketing Brand Meyer 15

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

DECEMBER 2, 2010

Each post will examine the challenge from a different perspective, including design, technology, urban planning and more. 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.

Marketing 16

Marketing Mass Marketing Early Adopters Venture Capitalist 16

Harvard Business Review

OCTOBER 19, 2016

For example, Gillette has successfully encouraged consumers to trade up again and again by continually introducing razors with the latest and greatest shaving technology. For example, Breyers, the ice cream brand, recognized that the gelato market was booming, but that super-premium gelatos were selling for 2.5

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

FEBRUARY 23, 2017

Concerned with the role of technology. 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. The aesthetics of the product or process.

Creativity 15

Creativity Mass Marketing Products Productivity 15

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? But I'm worried that Kinect isn't quite ready to pass the Charlie test. Let me explain.

Mass Marketing 15

Mass Marketing Video Technology Long-term 15

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 16

Glocalization Mass Marketing P&L Globalization 16

Harvard Business Review

AUGUST 21, 2018

As technology transforms our economy, one trend is getting more and more attention: the prospect that it will increasingly automate the work that we human beings do. While it’s true that technology is taking over routine tasks from many workers, it is also reshaping many supply and demand trends that drive our global markets.

Mass Marketing 15

Mass Marketing Technology Contract Manufacturing Insurance 15

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 20

Porter Mass Marketing Supply Chain Retail 20

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 16

Incubator Business Model Mass Marketing Globalization 16

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 16

Customer Intimacy How To Mass Marketing System 16

Harvard Business Review

DECEMBER 7, 2011

It makes sense that this technology would help independents gain business — and new data shows that for restaurants, at least, the intuition is correct. 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

OCTOBER 5, 2011

Today it's rare to find a CEO who won't acknowledge the impact digital technology is having on their business. The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. This post is part of the HBR Insight Center Growing the Top Line.

Engineering 15

Engineering Forrester Software Mass Marketing 15

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. Surveillance technology can help you identify serial unethical shoppers. Comprehensive, consistent, and manageable policies and processes.

Retail 16

Retail Mass Marketing Customer Loyalty Discount 16

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 14

CEO Long-term Short-term Mass Marketing 14

Harvard Business Review

APRIL 25, 2012

A large consumer electronics manufacturer we recently worked with had launched a new hybrid TV and internet technology focused on teens. The TV included many of the teens' suggestions, but didn't catch on in the mass market. They'd certainly done their homework.

Power 15

Power Mass Marketing Focus Group Brand 15

Harvard Business Review

NOVEMBER 4, 2011

At RoboBusiness this week, a conference devoted to the business and technology of robots, the revelation for me was not just how far robotic capabilities have come but also the range of problems robots are already helping to solve. Take the robot developed by a team at Carnegie Mellon's Robotics Institute to assist in autism research.

Mass Marketing 13

Mass Marketing CEO Technology Conference 13

Harvard Business Review

APRIL 29, 2016

” will be difficult for many companies to achieve — not for lack of technological expertise but because they’ll fail to recognize the value of design in connected product development. applications pushed technology to address B2B market requirements. This evolution to “Internet of Things (IoT) 2.0”

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

MAY 25, 2018

The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. To begin, even the most capable and sophisticated marketing organizations will need to fundamentally change their mission and shape. Image Source/Getty Images.

Disintermediation 9

Disintermediation Mass Marketing Retail Brand 9

Harvard Business Review

FEBRUARY 14, 2012

It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. Fifteen years ago, The Cluetrain Manifesto taught us that markets are conversations and that was a great starting point. Mass markets were a convenient fiction created by mass media.

Banking 18

Banking Business Model Supply Chain Mass Marketing 18

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 14

Globalization Innovation Decentralization Chemicals 14

Harvard Business Review

JANUARY 1, 2013

Economic and technological changes are reshaping the nature of work. In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Self-branding is about being a signal in the noise of human capital.

Human Capital 15

Human Capital Brand Mass Marketing Reputation 15

Harvard Business Review

JANUARY 3, 2013

True, they pioneered the creative use of technology to open up flexible new ways of renting a car. Accompanying these peer economy companies are others (like Zipcar) which simply leverage technology and lower transaction costs to make flexible renting a viable alternative to asset acquisition.

Disaggregation 12

Disaggregation Hammer Mass Marketing Gordon 12

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. With technology making both pricing and assortment choices transparent for the consumer, there is less and less incentive to buy from a physical store when a better price can be found online.

ROIC 15

ROIC Retail Mass Marketing Price 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 16

Process Competitive Advantage Outsourcing Supply Chain 16

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." Just what current products and services will be disrupted by drone technology remains to be seen, although a few applications are easily predicted.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

JUNE 22, 2016

The use of technology by leading companies from Apple to Uber to personalize their offerings have raised people’s expectations. Customers no longer want anything that is mass-marketed. They offer the “thrill of the hunt” for shoppers who enjoy discovering trending products at prices well below market.

Retail 12

Retail Discount Reis Supply Chain 12

Harvard Business Review

DECEMBER 17, 2012

They knew digital photography was the future and invested heavily in hybrid technology in the hope of managing the transition from physical photo printing. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. It didn't work. This is a pattern for Apple.

Christensen 9

Christensen Disruptive Innovation Mass Marketing Wireless 9

Harvard Business Review

MARCH 30, 2016

When the Microsoft Surface first appeared, many critics panned it as a clumsy move into hardware — a device that was stuck in the middle, a half-step behind the hot market for tablets and only a half-step beyond the dying market for PCs.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

AUGUST 2, 2016

Last September some of the world’s foremost technology industry leaders met in Seattle with Xi Jinping, president of China. 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. counterparts tenfold.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

APRIL 25, 2013

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. What large technological, social, cultural movements might be pushing it? Do we think of Timex as a mass brand? Now it''s a badge of pride.

Brand 8

Brand Disruptive Innovation Mass Marketing Innovation 8

Harvard Business Review

MARCH 12, 2018

Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. He hired salespeople and marketers from Google, who transformed Volvo’s use of technology and social media in those disciplines.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

APRIL 13, 2015

Warren Buffett has earned his nickname because he’s proven time and again that he has an eye for predicting how markets will change and which companies will succeed in the aftermath. When markets or technologies change, it often requires entire segments of the value network to be reimagined. What’s changed?

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

FEBRUARY 27, 2013

Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. While much of Godin's thinking has come to bear true in our social media-induced world, this TED Talk will get you thinking differently about where you spend your marketing dollars.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

MARCH 16, 2016

The required changes may surprise you and raise questions about effective selling in your market. A knowledgeable sales staff is especially important as technology continues to advance. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

NOVEMBER 30, 2016

This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. First, here’s what not to do: Stamp any and every product bearing even modest risk as dangerous or hazardous.

Chemicals 8

Chemicals Mass Marketing System Policies 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 10

Mass Marketing Transportation Depreciation Short-term 10