Harvard Business Review

MARCH 22, 2017

What makes marketing creative? Is it more imagination or innovation? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. Marketers of the past thought like artists, managers, and promoters.

Creativity 12

Creativity Marketing Agility Budgeting 12

Harvard Business Review

MARCH 22, 2011

The innovation research identifies the tyranny of large numbers as a common (and vexing) problem for leaders as companies grow, well documented by Harvard Business School Professor Clayton Christensen in The Innovators Solution , Jim Collins in How the Mighty Fall , and by Scott Anthony on this blog.

Ries 11

Ries Agility Market Segmentation Christensen 11

Harvard Business Review

MARCH 17, 2016

The choice of the price position affects the overall business model, the product quality, branding, and how to innovate. It also determines which market segments the company will serve and what channels it will use to reach them. In his book The Fortune at the Bottom of the Pyramid , the late C.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

MAY 2, 2011

But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market. Multiple Markets Within. When I wrote a book on it in 1993, it was, as its sub-title attested, "the new frontier in business competition." and Four Faces of Mass Customization. ).

Mass Marketing 11

Mass Marketing Market Segmentation Travel Marketing 11

Harvard Business Review

SEPTEMBER 21, 2011

Many companies forget to align customer service with the brand proposition for the targeted market segment. Virgin Atlantic's Flight Tracker , for example, requires users to enter a booking reference, an onerous step that detracts from seamless service.

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

MARCH 14, 2013

A new wave of smaller companies from emerging market countries have discovered that you can not only win, but have the advantage over larger companies. Take Taiwanese GPS manufacturer Mitac , which used this strategy to develop customized devices for each Asian market, serving their specific needs better than Garmin or Tom-Tom could.

Marketing 8

Marketing Market Segmentation Brand Budgeting 8

Harvard Business Review

APRIL 26, 2012

These categories of products don't rely on focus groups because only visionaries can truly imagine their usefulness — they create entirely new habits and disrupt markets. And not every market segment needs to be invaded at the same time: iPhones and digital cameras certainly didn't work for every market segment right out of the gate.

Market Segmentation 12

Market Segmentation B2B Productivity Products 12

Harvard Business Review

NOVEMBER 20, 2015

Global supply chains can cut across many “cultures”: national, industry, technology, market segment, and more. Innovative, proudly geeky Norwegian software company, Trolltech , an open-source pioneer, landed a contract with the mobile division of Sharp, the Japan-based consumer electronics global powerhouse.

Supply Chain 8

Supply Chain Collins Golden Handcuff Pharmaceuticals 8

Harvard Business Review

OCTOBER 24, 2014

The finance departments of these companies struggled to account in the same set of books for both one-time revenues for product sales and the recurring subscription revenues for IoT-related services. In IoT businesses, sales departments often struggle to determine how to best take a combined product and service to market.

Productivity 8

Productivity Products Company Engineering 8

Harvard Business Review

JUNE 24, 2015

In this adaptation from the new book, Your Strategy Needs a Strategy (HBR Press, 2015), BCG strategy experts make sense of the all the different, and competing, approaches to strategy: Which strategy is right for your business? This approach works when the visionary firm can single-handedly build a new, attractive market reality.

Strategy 8

Strategy Competitive Advantage Environment Execution 8