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 101

Technology Mass Marketing Cooper Cost 101

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. What is interesting is that most organizations weed out the very people that they need to create massive value.

Mass Marketing 150

Mass Marketing Follow-up Maturity Operations 150

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 107

Discount Price Mass Marketing Reputation 107

CO2

JANUARY 2, 2011

They look at 9 Building Blocks that form the business canvas. These are: Customer Segments – An organization serves one or several customer segments.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Terry Starbucker

JULY 19, 2015

The past declines in video customers were indicative of an industry that encountered two formidable satellite TV competitors, and as a result lost massive chunks of market share. 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

OCTOBER 2, 2014

To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. In fact, going back as far as 2009, watchers have documented how Apple has struggled to reach mass markets, like India’s. But is that really right? Income data is from the U.S.

Mass Marketing 15

Mass Marketing Marketing Brand Class 15

The Horizons Tracker

APRIL 28, 2022

It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems. This runs the very real risk of crowding out those startups looking to take a slower and more sustainable path to growth in favor of those seeking the path to riches as quickly as possible.

Entrepreneur 114

Entrepreneur Venture Capitalist Mass Marketing Globalization 114

Strategy Driven

JULY 6, 2021

This way, you can optimize the volume of assisted conversions that you’re able to create as part of the typical customer journey, while also generating targeted and large-scale leads through mass marketing channels such as billboards.

Real Estate 71

Real Estate Marketing Tips Mass Marketing 71

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

JANUARY 3, 2024

Norway, and other Scandinavian nations were early adopters of EVs, and Germany and Japan have long been automotive powerhouses, their EV markets have lagged in mass market adoption compared to China. While the U.S., How did China get to this point?

Marketing 28

Marketing Mass Marketing Early Adopters Automotive 28

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. The current 2012-13 season is being shown in more than 1,900 cinemas in 60 countries. Revenues have reached an estimated 25% of the overall top line.

Mass Marketing 9

Mass Marketing Marketing Price Sharpe 9

Harvard Business Review

OCTOBER 19, 2016

Since the goal is to combine premium prices with mass market reach, brands that already have mass awareness, distribution and retailer support are miles ahead of smaller upstarts. As a lesser-known brand, simply getting a product on retailer shelves is a long, uphill battle.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

First Friday Book Synopsis

JUNE 3, 2011

Here is an excerpt from an article written by B. Joseph Pine II for the Harvard Business Review blog. To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Let me tell you a secret for creating the [.].

Review 85

Review Blog Article Resources 85

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 15

IPO Mass Marketing Marketing Products 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 14

Creativity Mass Marketing Productivity Products 14

Harvard Business Review

APRIL 22, 2011

The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. Only then could the new unit, Nestlè Coffee Specialties, pioneer the mass market household espresso coffee segment and boost Nespresso's sales.

Innovation 16

Innovation Mass Marketing Strategic Planning Marketing 16

Harvard Business Review

DECEMBER 3, 2010

Maybe it could have positioned the first generation Kinect as something for hard core gamers who don't mind dealing with quirky interfaces before introducing a more streamlined version for the mass market.

Mass Marketing 15

Mass Marketing Video Technology Long-term 15

Harvard Business Review

DECEMBER 2, 2010

It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market. Mass market acceptance is rare.

Marketing 16

Marketing Mass Marketing Early Adopters Venture Capitalist 16

Harvard Business Review

MARCH 12, 2012

There is no way to design a product for the American mass market where the mass market per capita income is $50,000, and then simply adapt it and hope to capture middle India where the mass market per capita income is $3,000. You need to innovate for India, not simply export to India.

Glocalization 15

Glocalization Mass Marketing P&L Globalization 15

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 20

Porter Mass Marketing Supply Chain Retail 20

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. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). They should also feel free to ignore customers' inputs.

Innovation 18

Innovation Mass Marketing Price Market Segmentation 18

Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. So, what’s the result?

Mass Marketing 15

Mass Marketing Technology Contract Manufacturing Insurance 15

Harvard Business Review

JANUARY 30, 2012

Of course, that's a perfect recipe for mediocrity: to have barely satisfied weary, oppressed, jaded "consumers" already trained to demand the bare McMinimum is to have furiously smashed the glass ceiling of the lowest common mass-market denominator — and little more.

Mass Marketing 22

Mass Marketing Self-aware Hotels Short-term 22

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

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. What we've found is disturbing: Deshopping seems to be addictive and a growing number of people are serial offenders.

Retail 16

Retail Mass Marketing Customer Loyalty Discount 16

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

SEPTEMBER 26, 2014

Precision business models and one-to-one marketing may still feel out of reach for some. But perhaps the compromise between mass marketing and CRM is “GRM” — geographic relationship marketing. And the best of both worlds is possible.

Marketing 12

Marketing Mass Marketing ROI Business Model 12

Harvard Business Review

APRIL 25, 2012

The TV included many of the teens' suggestions, but didn't catch on in the mass market. The company interviewed teens in focus groups before launching the product to find out which features to include in their new internet-enabled TV.

Power 15

Power Mass Marketing Focus Group Brand 15

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. One size no longer fits all. Consumers respond to customized messages or they don't respond at all. Big messages just bounce off. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers.

Marketing 15

Marketing Strategy Mass Marketing Audience 15

Harvard Business Review

MAY 15, 2012

But since then he has written seven mass-market books, some aimed at general audiences and some targeting specific industries such as health care and education. When I first met Christensen he was certainly well known due to the 1997 publication of The Innovator's Dilemma , which won the Global Best Business Book award.

Christensen 14

Christensen Succession Storytelling McKinsey 14

Harvard Business Review

MAY 31, 2011

Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. based solar energy companies produce systems that compete on price, opening up huge new mass markets for renewable energy?

Incubator 16

Incubator Business Model Mass Marketing Globalization 16

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. Will you confuse people? If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. Penney are clear examples of the problem with inconsistency. What is the cost?

Disruptive Innovation 14

Disruptive Innovation Mass Marketing Fashion Porter 14

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 16

Brand Retail Fashion Supply Chain 16

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off. Shock absorbed. Then 1939 snuck up on publishers.

Levitt 16

Levitt Mass Marketing Simon eBook 16

Harvard Business Review

OCTOBER 5, 2011

The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. But the bigger shift is behavioral. This younger audience is "post-digital"; they don't remember a world that is pre-internet.

Engineering 15

Engineering Forrester Software Mass Marketing 15

Harvard Business Review

APRIL 25, 2011

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. They're not mean-spirited. They just tend to do what they know. It's easier to invest in a few big companies. It's easier to buy from a few big vendors.

Real Estate 15

Real Estate Mass Marketing Banking Asset Management 15

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