Harvard Business Review

JUNE 27, 2014

For too long, “Africa” has been considered a homogenous mass rather than a multicultural continent of diverse citizens. 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.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8

Harvard Business Review

SEPTEMBER 26, 2014

Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Certain local markets have the right ingredients to ripen demand. What makes them unique?

Marketing 8

Marketing Mass Marketing ROI CRM 8

Harvard Business Review

MARCH 12, 2012

Increasingly, Western companies are developing products in countries like China and India, and then distributing them globally. For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. and which they now sell in Europe and the U.S.

Glocalization 10

Glocalization Mass Marketing P&L Globalization 10

Harvard Business Review

APRIL 25, 2011

While minuscule amounts of program money are trickling out to small-scaled community-development institutions, billions of dollars are sitting in endowment funds. Large corporations know more about opportunities in Chinese markets than they do about opportunities in US cities. Institutions aren't stupid. They're not mean-spirited.

Real Estate 14

Real Estate Mass Marketing Banking Asset Management 14

Harvard Business Review

SEPTEMBER 14, 2011

Chirotech specializes in biocatalysis and chemocatalysis, two important subspecialties of biotechnology and chemistry that help develop key biological and chemical intermediates needed for the efficient production of medicines. It is commonly believed that emerging market companies tap Western R&D talent in order to 'move up the value chain.'

Globalization 9

Globalization Innovation Decentralization Chemicals 9