Terry Starbucker

JULY 19, 2015

As another calendar year drew to a close, while our cable TV company was buoyed by better sales numbers as a result of new service activations and stepped up marketing, we were still struggling to reverse a downward overall trend. Our competitors offered more channels at a very competitive price, and were able to mass market.

Leadership 150

Leadership Metrics Price Mass Marketing 150

CO2

JANUARY 2, 2011

It is useful to distinction between three motivations for creating partnerships: Optimization and economy of scale, Reduction of risk and uncertainty, Acquisition of particular resources and activities) Cost Structure – The business model elements result in the cost structure. (It

Business Model 141

Business Model Executive Coaching Execution Blog 141

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 16

Marketing Brand Mass Marketing Metrics 16

Harvard Business Review

AUGUST 21, 2018

And it’s not just low skilled, manual labor that’s at risk — “knowledge” work like operational analytics and marketing is also being taken over by sophisticated artificial intelligence algorithms. How Technology Is Reshaping Markets. So, what’s the result?

Mass Marketing 10

Mass Marketing Technology Contract Manufacturing Insurance 10

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 They demand new, high-tech solutions that deliver ultra-low costs and "good enough" quality.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

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. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). Used car trade-ins. Closed car models.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

JANUARY 13, 2015

Do we ultimately compete on the basis of our cost structure (e.g., Nearly all competitive markets confront firms with this choice. In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Soliris costs $400,000 per patient annually. Never confuse these different cost positions.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. When no one funds you, you know there's no market for your idea.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 11

Mass Marketing Market Segmentation Travel Marketing 11

Harvard Business Review

AUGUST 2, 2016

In a group photograph, 30 CEOs with a combined market capitalization of $2.5 It is true that Kalanick consistently called China the most important market for Uber. Uber truly wanted to succeed in its fastest-growing market, one where taxi drivers outnumber their U.S. trillion smiled for the camera alongside the Chinese leader.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

DECEMBER 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 14

Retail Mass Marketing Comparison Advertising 14

Harvard Business Review

JULY 25, 2016

The second installment moves Tesla beyond the traditional car market, with a plan to reconfigure our cities, energy systems, and our impact on the environment. Tesla’s initial strategy began like a start-up: to build a minimum viable product to test the market. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

APRIL 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. The recent failures of mass market retailers Sears and J.C. What is the cost? If it ain’t broke, break it.

Disruptive Innovation 9

Disruptive Innovation Mass Marketing Fashion Porter 9

Harvard Business Review

APRIL 23, 2013

While military-grade Predator drones can cost as much as $4 million, it''s already possible to buy one of a new generation of hobbyist aircraft — unmanned aircraft systems complete with cameras, GPS, infrared sensors, and microphones, all under the control of a smartphone or tablet — for less than $300.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

JANUARY 3, 2013

By finding distinct buyers who are willing to pay more, accentuating your product's cachet via the right professional endorsements, and finding key upgrades with minimal cost of goods or delivery system, you can command much higher prices. For example, UnderArmour provides athletic gear used by professional athletes to the masses.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

FEBRUARY 17, 2012

Welcome to the growing community of deshoppers, whose activities are costing U. Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. retailers an estimated $16 billion a year.

Retail 13

Retail Mass Marketing Customer Loyalty Discount 13

Harvard Business Review

MAY 24, 2016

Some products are truly innovative but stay walled up too long in R&D and then are released to market when they are no longer unique. Playmobil priced its play set far too low, which allowed customers to make money from it in the resale market. The luxury SUV that set a record for pre-sales.

Productivity 8

Productivity Products Price Arkes 8

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

NOVEMBER 4, 2011

Problem is: their professional setup costs $30,000 to assemble and a remote operator on a keyboard to run. Seeing a potential revenue stream to fund more research robot development, the team set up a company, BeatBots , to make a very pared-down version with the same look and feel available to the consumer market.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

APRIL 13, 2015

Warren Buffett has earned his nickname because he’s proven time and again that he has an eye for predicting how markets will change and which companies will succeed in the aftermath. When markets or technologies change, it often requires entire segments of the value network to be reimagined. What’s changed?

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

FEBRUARY 14, 2012

It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. Fifteen years ago, The Cluetrain Manifesto taught us that markets are conversations and that was a great starting point. Mass markets were a convenient fiction created by mass media.

Banking 15

Banking Business Model Supply Chain Mass Marketing 15

Harvard Business Review

OCTOBER 22, 2014

Cable providers have passed their increased programming costs on to consumers. Expanded basic cable costs 188% more than it did in 1995. “It’s a marketing ploy to get fledgling networks established.” “It’s a marketing ploy to get fledgling networks established.”

Hedge 8

Hedge Licensing Mass Marketing Price 8

Harvard Business Review

APRIL 29, 2016

applications pushed technology to address B2B market requirements. Increasingly, the pull of user experience will drive market demand, and product design will be critical to getting consumers to adopt offerings in this new IoT 2.0 Overwhelmingly, those IoT 1.0 Product design considerations in the IoT 1.0

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

SEPTEMBER 16, 2015

” Maybe that would make sense if the company had managed to create a new, low-cost industry standard around its battery pack form-factor and power, by making them sufficiently attractive to all other electric car makers. Most of all, electric car owners will demand it not just for the speed, but to escape that $10k replacement cost.

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8

Harvard Business Review

OCTOBER 11, 2011

Pampers is now one of UNICEF's largest corporate donors, yet the campaign has delivered year-on-year growth for P&G's brand even in its toughest markets. The result is a new model for cause-related marketing, an innovative way to strengthen mature brands, and a path-breaking avenue to raise money for the big issues.

Maturity 9

Maturity Mass Marketing Brand Comparison 9

Harvard Business Review

SEPTEMBER 14, 2011

Dr Reddy's plan is to leverage Chirotech's scientific capabilities to optimize drug development processes, thus lowering manufacturing costs and speeding time-to-market. In recent years, Indian firms such as Dr Reddy's have also started globalizing their R&D footprint by moving into Western markets.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

NOVEMBER 17, 2015

For their part, the labor representatives and the State of Lower Saxony shared the common goal of preserving jobs in the group’s main plants in Germany, at a remarkable cost of competitiveness. Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. But consolidation helped publishers take advantage of economies of scale, reducing back office, printing, and distribution costs. Maybe it's a good time to dredge up a chestnut from Ted Levitt's classic HBR article, "Marketing Myopia."

Levitt 13

Levitt Mass Marketing Simon eBook 13

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. Amazon leverages its higher inventory turns, lower investments in physical assets, and faster cash conversion cycle to deliver up to 20% cost savings to the consumer.

ROIC 11

ROIC Retail Mass Marketing Price 11

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 Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

MARCH 16, 2016

The required changes may surprise you and raise questions about effective selling in your market. Pricing information, including dealership wholesale costs, is now widely available on independent websites, along with information about vehicle options, trade-in policies, and performance.

Price 8

Price Automotive Mass Marketing Industry 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

Harvard Business Review

JANUARY 3, 2013

Accompanying these peer economy companies are others (like Zipcar) which simply leverage technology and lower transaction costs to make flexible renting a viable alternative to asset acquisition. One of my favorite classroom examples is GirlMeetsDress.)

Disaggregation 8

Disaggregation Hammer Mass Marketing Gordon 8

Harvard Business Review

JUNE 15, 2017

Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 9

CEO Long-term Short-term Mass Marketing 9

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

FEBRUARY 7, 2018

Of the many contributions Jack Welch has made to business wisdom, one of his most famous was “Be #1 or #2 in every market.” General Mills actually grew from #2 to #1 in market share the last few years. Being number one in a declining market isn’t a great place to be. steven moore for hbr.

Strategy 10

Strategy Mass Marketing Business Model Brand 10