Harvard Business Review

JULY 16, 2014

Unlike closed marketing systems, characterized by agencies that wall off their in-house talent (creating a scarce and expensive resource), open marketing systems seek talent from anywhere in the world to solve problems, and then curate the best answers. All of these are taking a piece of the traditional marketing spend.

Marketing 8

Marketing Disintermediation Hotels Brand 8

Harvard Business Review

MARCH 15, 2013

It's a murky, unclear future for the marketing agency, but one thing is for certain: things are changing at an exponential pace. An agency used to act as the executional arm of the marketing department. For over twenty years, I have had a front row seat to this revolution in marketing. How does an agency stay ahead of the curve?

Marketing 9

Marketing Brand Advertorial Advertising 9

Harvard Business Review

SEPTEMBER 18, 2012

Now that cultural content could go directly to the consumer, "disintermediation" was inevitable. After all, the average blockbuster spends a third of its budget (around $30 million) on marketing. Who knows how much of this marketing is still active when the home viewer has the opportunity, weeks later, to buy the movie in-home.

Film 8

Film Disintermediation Budgeting Marketing 8

Skip Prichard

JULY 26, 2021

How do you become a market leader in the midst of rapid change? You predict that we will have only 100 dominant players in 50 markets by 2050. In fact, many of their leaders have forgotten how they got there – mission, talent, offering, and markets. Another indication of the speed and extent of dominance is market cap.

Disintermediation 130

Disintermediation Cost-Benefit Analysis Short-term Long-term 130