Harvard Business Review

APRIL 25, 2012

Maybe we'll get the winning creative for a multi million-dollar ad campaign in a crowdsourced competition. The TV included many of the teens' suggestions, but didn't catch on in the mass market. We worked with a group of teens online with the goal of finding out how (if at all) teens see their TV and internet usage intersect.

Power 13

Power Mass Marketing Focus Group Brand 13

Harvard Business Review

DECEMBER 30, 2016

Their RFP-responsive outsourcing expertise had perversely obscured essential insights into what creative fulfillment should mean for both customers and client. Similarly, organizations that manage marketing more as a platform than a process identify, segment, and service their customers dramatically differently than those that don’t.

Process 9

Process Competitive Advantage Outsourcing Supply Chain 9

Harvard Business Review

MARCH 12, 2018

Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. He was creative and, in some cases, counterintuitive. For years, Volvo was a brand stuck between a rock and a hard place.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

MAY 26, 2014

Should the new activity have a separate stock market listing or separate funding? Shell’s preference for a strategy of vertical integration proved a disaster in aluminium, and BAT’s belief in market share was as damaging when the company entered financial services. How Samsung Gets Innovations to Market. An HBR Insight Center.

Mass Marketing 8

Mass Marketing Brand Disruptive Innovation Advice 8

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. Reliance MediaWorks. and the U.K.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

FEBRUARY 27, 2013

Julie Burstein: 4 lessons in creativity. When we think of creativity, we often think of art, but creativity permeates everything. She published her first book, Spark: How Creativity Works in 2011 and now hosts her own podcast, Pursuit of Spark! Watch this TED talk to inspire more creativity in your work and personal life.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

JANUARY 1, 2013

In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Self-branding is about being a signal in the noise of human capital. The stronger your brand, the stronger that signal.

Human Capital 9

Human Capital Brand Mass Marketing Reputation 9

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. The new lament was that consolidation would kill creativity and editorial distinctiveness. Maybe it's a good time to dredge up a chestnut from Ted Levitt's classic HBR article, "Marketing Myopia." Shock absorbed.

Levitt 12

Levitt Mass Marketing Simon eBook 12

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

JANUARY 3, 2013

True, they pioneered the creative use of technology to open up flexible new ways of renting a car. So the reengineered consumption models of the sharing economy are now well poised to go mass-market, and the battle cries of Hammer and Davenport won't be necessary this time around.

Disaggregation 8

Disaggregation Hammer Mass Marketing Gordon 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. You can judge for yourself the creativity emanating far from these agencies’ U.S. 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