The Horizons Tracker

APRIL 28, 2022

This has resulted in the share of overall employment in young firms falling from around half of the workforce in 1980 to just 39% by 2006. It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems. in 1985 to 5.3% by 2014. A different picture.

Entrepreneur 105

Entrepreneur Venture Capitalist Mass Marketing Globalization 105

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. One response by established brands has been to acquire smaller companies. 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

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