Harvard Business Review

MARCH 8, 2012

But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 15

Marketing Brand Mass Marketing Metrics 15

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. It was better cars, with better financing options. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models. Annual model changes.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. It will help us decide what we make, how much we make, and how we finance that production. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience.

Porter 15

Porter Mass Marketing Supply Chain Retail 15

Harvard Business Review

MAY 30, 2014

Maybe even cleverer is the market that Leo Burnett targeted to introduce it — a group with a strong need (and a perfect opportunity) to socialize: college freshmen. But if Musk is right, his production facilities will bring down the cost of batteries by 30%. So you have to find a partner to have one (and buy two at a time).

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. When the Cayenne came to market in 2003, it was an instant hit. Too many companies have come to accept serial failure as a cost of innovating.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15