Harvard Business Review

OCTOBER 15, 2015

A typical product or service comparison in most industries would show that incumbents usually have the best products in a given market, which reflects their obsession with high-margin customers. The New Tools of Marketing. The manager’s point of departure is classic market segmentation. Insight Center.

Marketing 8

Marketing Company Levitt Film 8

Harvard Business Review

APRIL 4, 2017

But too often CEOs find themselves stuck in what I call an innovation plateau. See More Videos > See More Videos > If this myopia is going to change, CEOs need to be able to recognize when their strategic inertia is staring them in the face. When failing to innovate, CEOs acquire talent. Obsession with acquisitions.

Innovation 10

Innovation Market Segmentation GDP Competitive Advantage 10

In the CEO Afterlife

FEBRUARY 4, 2013

More than 20 years ago I spent the better part of a day with Starbucks CEO, Howard Schultz. This characteristic was at the core of his brand’s point of difference versus the market leaders, Folgers and Maxwell House. This entry came as a shock to me. The positioning worked like a charm. So why deviate?

Market Segmentation 228

Market Segmentation Brand Marketing Reputation 228

Harvard Business Review

JULY 25, 2012

This ability to tweak offerings is a skill that most organizations need to have, according to our recent analysis of data from 180 CEOs. But unlike Apple, most companies don't rely on the CEO to do the tweaking. Specifically, CEOs report that they identify two types of "tweaker talent" within their organizations. Disconnects.

Productivity 13

Productivity Products Market Segmentation Sample 13

Harvard Business Review

JULY 9, 2014

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. There is nothing new about this kind of segmenting in the pregnancy test market, however.

Market Segmentation 8

Market Segmentation Marketing Insurance Price 8

Harvard Business Review

APRIL 9, 2018

” Jeff Immelt, former CEO of General Electric. Entrants may target over-looked segments of the market with a product considered inferior by incumbent’s most-demanding customers and later move up-market as their product improves. Bloomberg/Getty Images. This may happen in two ways. A prime example is Netflix.

Disruptive Innovation 11

Disruptive Innovation Innovation Business Model Human Capital 11

Harvard Business Review

NOVEMBER 7, 2016

For the go-to-market segment, representing employees in sales and marketing functions, we found that top performers spent an average of 25 hours in their email and calendar per week, nearly 14 hours a week in internal collaboration, and about 12 hours a week in external collaboration.

Influence 11

Influence Market Segmentation Software Comparison 11

Harvard Business Review

JANUARY 29, 2016

It’s fair to ask how different costs for materials, packaging, and marketing were factored into the NYDCA’s analysis. Should auto company CEOs be concerned about these potential biases? “Charge what the market will bear,” after all, is the pricing mantra of business. Of course, any study can be nitpicked.

Price 8

Price Market Segmentation Ethics Morale 8

Harvard Business Review

MARCH 17, 2011

They will try hard to extrapolate numbers from market trends and past experience, rather than thinking about customers, good ideas, and new paradigms. They might not win over a market segment with their invention — but they will have gained invaluable insights. "Can you prove your case and back it up with hard data?"

Innovation 15

Innovation Committee Market Segmentation ROI 15

Harvard Business Review

MARCH 17, 2016

It takes a special kind of company, from the CEO on down, to make a low-price position sustainable and profitable. Don’t engage in over-the-top discounting that trains customers, both in B2C and B2B markets, to buy cleverly on price and price alone. Honda once dominated the motorbike market in Vietnam, with a share of 90%.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

NOVEMBER 17, 2011

Executives set value propositions for their products — the target market segments, the benefits they provide, and their prices. With no experience with the special duties of a public corporation's CEO, he feels it doesn't make sense to have to learn all that on the job at this point in his work life.

Market Segmentation 15

Market Segmentation Ethics Career Operations 15

Harvard Business Review

SEPTEMBER 21, 2011

Once again, too many CEOs are hesitating. A brand also has to be aligned with the market profile of the consumer segment. Many companies forget to align customer service with the brand proposition for the targeted market segment. , Amazon, and eBay in B2C commerce and Covisint and GS1 in B2B.

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

APRIL 22, 2011

If your company had just announced a 27% increase in revenues in this market, you'd probably be quite happy. And you'd think the market would be, too. Like many other companies that have a core product line, Google is struggling to find its next market. That's all stuff CEOs are expected to do. Giddy even. And so on.).

Micromanagement 15

Micromanagement Open-book Parcell Innovation 15

Harvard Business Review

JANUARY 27, 2015

As CEO, I am our firm’s toughest critic, but I know from examining published data from my peers that our performance has been very competitive. We’re a relatively small firm; we don’t speak at huge institutional gatherings, don’t do a lot of marketing, and don’t have a huge wining-and-dining budget.

How To 8

How To Market Segmentation Bottom-up Marketing 8

Harvard Business Review

JANUARY 28, 2014

For example, back in early 2005, I and my colleague Clark Gilbert (now the CEO of Deseret News and Deseret Digital) ran a workshop for 100 top executives in the U.S. Another, arguably simpler, technique is to change the way you measure market share. newspaper industry. The sentiment in the room was clearly triumphant.

Disruptive Innovation 9

Disruptive Innovation Advertising Gilbert Market Segmentation 9

Harvard Business Review

MARCH 22, 2011

Ned Barnholt is the former CEO of Agilent Technologies, the measurement company, and these days he's one of the more respected executives in Silicon Valley. They worked on numerous initiatives in large, growing markets that were adjacent to or somewhat related to HP's existing business. HP rise had been remarkable.

Ries 10

Ries Agility Market Segmentation Christensen 10

Harvard Business Review

AUGUST 30, 2012

The CEO recently drove a cultural change program, and did so earnestly. But the CEO and his deputies heard things they didn't want to hear, so they pulled the plug. Another problem lay with the CEO, who had a way of questioning and stress-testing people that discouraged risk-taking. The initiative fizzled.

Company 8

Company COO CFO Insurance 8

Coaching Tip

JUNE 19, 2017

It is not corporate strategy , sales compensation plan , or the market segmentation. In the world of work, the single greatest asset of successful individuals, teams and organizations is their mindset --what happens in between their ears.

Market Segmentation 83

Market Segmentation Leadership Reference Skills 83

Harvard Business Review

SEPTEMBER 19, 2012

He developed a plan to reach a growing market segment, which he billed to his colleagues as "obviously compelling" and the only way to save the company from a "dying past." But there's a big difference between disagreeing on policy and attacking someone personally.

Market Segmentation 8

Market Segmentation Film Policies Education 8

Harvard Business Review

JANUARY 25, 2016

He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Whether it’s in recruiting materials or executive speeches, in advertising or marketing messaging, companies tend to talk in stereotypes, even if they have female-dominated marketing teams.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

APRIL 9, 2018

lawmakers are now circling waters bloodied by revelations regarding potential abuse of Facebook’s social media data, with CEO Mark Zuckerberg scheduled to testify on Capitol Hill this week about the “use and protection of user data.” companies doing business abroad. In the U.S.,

Advertising 10

Advertising Cost Business Model Information 10

Harvard Business Review

MAY 28, 2015

According to our report The Power of the Purse: Engaging Women Decision Makers for Healthy Outcomes , which was based on a multi-market survey of 9,218 respondents in the U.S., Women account for a significant chunk of the market. Fifty-nine percent of women in our multi-market sample are making health care decisions for others.

Health Care 8

Health Care Industry First-mover Advantage Market Segmentation 8

Harvard Business Review

NOVEMBER 20, 2015

He is poised to become the leader in this segment of a multi-billion dollar market. Global supply chains can cut across many “cultures”: national, industry, technology, market segment, and more. “By serving as GE’s and other equipment makers’ supply partner, the whole world is now my scope.

Supply Chain 8

Supply Chain Collins Golden Handcuff Pharmaceuticals 8

Harvard Business Review

SEPTEMBER 28, 2012

Even Lloyd Blankfein, CEO of Goldman Sachs, announced his support in a Human Rights Campaign public service announcement: "America's corporations learned long ago that equality is just good business and it's the right thing to do.". LGBT marketing is on the rise. It boosts employee recruitment and retention.

Advertising 16

Advertising Market Segmentation Diversity Chemicals 16

Harvard Business Review

AUGUST 8, 2014

CEOs and organization leaders who read only his column (or worse, only the title) and split HR as he suggests, will make a serious mistake that will destroy value for their shareholders and constituents. Lets be clear. Ram Charans recommendation is wrong. While he may be wrong, he may also be as wise as Solomon.

Charan 13

Charan Finance Human Resources Supply Chain 13

Harvard Business Review

JUNE 27, 2014

As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. This shift will play out most obviously in marketing communications and advertising. This does not reflect income level.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8