Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

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. They instantly grasped that platform architectures demanded different digital and business design sensibilities than process architectures.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

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

Mass-market brand-behemoth Unilever applied a creative solution to the problem of subtracted value when it acquired the up-market brand Elizabeth Arden. To get around this problem, Virgin encourages the management team in each division to take a significant, sometimes 50%, stake in the division. It appointed a gatekeeper.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

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 13

Human Capital Brand Mass Marketing Reputation 13

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

SEPTEMBER 14, 2011

This media powerhouse offers creative and production services as well as cutting-edge post-production services to such films as Avatar and The Curious Case of Benjamin Button. Reliance MediaWorks' global creative network is highly decentralized, allowing each design studio head in the U.S. Reliance MediaWorks. and the U.K.

Globalization 9

Globalization Innovation Decentralization Chemicals 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. But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off. Shock absorbed.

Levitt 13

Levitt Mass Marketing Simon eBook 13

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 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

FEBRUARY 14, 2012

Mass markets were a convenient fiction created by mass media. It's worth appreciating that Netflix defeated Blockbuster by appreciating the shift from lean over big, but hasn't yet caught onto a co-creative relationship; it continues to tell the market what they should want. Because that's the point.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

MAY 30, 2014

You can judge for yourself the creativity emanating far from these agencies’ U.S. And because batteries are the single most expensive component in electric vehicles, that would be a big step toward his dream of a mass-market Tesla car. home bases in the epic 90-second spot.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8