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

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. Increasingly, deshoppers are operating in packs when returning goods, suggesting that the activity is becoming organized.

Retail 16

Retail Mass Marketing Customer Loyalty Discount 16

Harvard Business Review

FEBRUARY 14, 2012

Facebook, KickStarter, Kiva, Twitter, and other companies thriving in the social era are operating by the rules of the Social Era. Most organizations operating today started when companies needed more operating capital. Many organizations still operate by Porter's Value Chain model , where Z follows Y, which follows X.

Banking 18

Banking Business Model Supply Chain Mass Marketing 18

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. So, what’s the result?

Mass Marketing 15

Mass Marketing Technology Contract Manufacturing Insurance 15

Harvard Business Review

NOVEMBER 4, 2011

Problem is: their professional setup costs $30,000 to assemble and a remote operator on a keyboard to run. Seeing a potential revenue stream to fund more research robot development, the team set up a company, BeatBots , to make a very pared-down version with the same look and feel available to the consumer market. The list goes on.

Mass Marketing 13

Mass Marketing CEO Technology Conference 13

Harvard Business Review

APRIL 25, 2011

Successful companies between $5 million and $50 million in revenues can't get the capital they need to expand their operations and hire more people in city neighborhoods where the best social program is a job. 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

JUNE 15, 2017

General Motors, once the world’s largest car maker, has decided to stop selling vehicles in India by the end of 2017, since it considers its India operation to be not profitable. For a period of 14 years, General Electric had the same American expat running the India operation, Scott Bayman. Understanding it takes time and focus.

CEO 15

CEO Long-term Short-term Mass Marketing 15

Harvard Business Review

AUGUST 8, 2011

Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer. Within a decade, however, IBM had fallen behind in the market it did so much to create. Faster, cheaper and more nimble competitors had eaten away at Big Blue's market leadership.

Customer Intimacy 16

Customer Intimacy How To Mass Marketing System 16

Harvard Business Review

SEPTEMBER 14, 2011

To best leverage worldwide creative talent, Reliance MediaWorks operates a global network of creative centers located in Burbank, San Francisco, London, Tokyo, and across India. You can't run your global R&D operations from headquarters in Mumbai. Decentralize and empower global R&D units. and the U.K.

Globalization 14

Globalization Innovation Decentralization Chemicals 14

Harvard Business Review

DECEMBER 30, 2016

Traditional operations research process optimization, for example, seldom embraces A/B testing or incorporates customer recommendation engines. In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform.

Process 17

Process Competitive Advantage Outsourcing Supply Chain 17

Harvard Business Review

MAY 26, 2014

But there’s significant risk of subtracted value from interference in operating units by managers at the Group level. Mass-market brand-behemoth Unilever applied a creative solution to the problem of subtracted value when it acquired the up-market brand Elizabeth Arden.

Mass Marketing 13

Mass Marketing Brand Disruptive Innovation Advice 13

Harvard Business Review

APRIL 23, 2013

In February, as part of an FAA spending bill, Congress ordered the agency to develop rules by 2015 that would allow military, commercial, and privately-owned drones to operate in U.S. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption."

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Externally, there will always be someone out there who can beat you on cost and price, or someone else who tailors its operations and sales efforts to the performance and buying criteria of a segment better than you can.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

APRIL 15, 2014

Consider investing more per customer, rather than investing in the operations that deliver quality. For example, in evaluating an automated digital legal service, you might have actual lawyers working behind the scene to deliver the service to test the market need first.

Brand 9

Brand Products Productivity Mass Marketing 9

Harvard Business Review

AUGUST 2, 2016

On Monday Uber said that it is selling its operation in China to a rival Chinese ride-sharing company whose CEO was in that foreshadowing photo. Kalanick gets the same on Didi Chuxing’s board, and Uber gets around a 20% share of the Chinese company, which will run Uber’s Chinese operation as a separate brand.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

JULY 25, 2016

They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. And recently they announced the final part of their plan: a mass-market vehicle costing around $30,000 that quickly racked up years worth of pre-orders. He sees cars going autonomous, threatening the need for car ownership.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

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. ” The Challenges. ”

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

NOVEMBER 17, 2015

operations in favor of financial performance. A wiser strategy would be to break up Volkswagen into separately managed units (mass market with the VW, Skoda, and SEAT labels; luxury with Audi, Lamborghini, and Ducati; super luxury cars with Porsche, Bentley, Bugatti; and commercial with MAN and Scania).

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

APRIL 29, 2016

Their developers focus on meeting operational and environmental requirements, caring little about the physical appearance or user experience of a dashboard- or engine-compartment-mounted device that monitors vehicle data. Enterprise IoT buyers seldom require great design, because most often the buyer is not the product’s end user.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

MARCH 16, 2016

He expects to operate it, perhaps daily, yet the chances are he possesses little or no mechanical knowledge. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind. Sloan, GM’s CEO from the 1920s to the 1940s, and the architect of the U.S. He depends on his dealer.”

Price 8

Price Automotive Mass Marketing Industry 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

The change-makers are small- to medium-size enterprises that either lead niche categories or are hell-bent on knocking the big guy from the top rung of a mass market. Several, such as Trump, still operate by the brain and muscle ethic. In those companies you’ll find entrepreneurial thinking.”. Does it inspire?

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100