Harvard Business Review

OCTOBER 19, 2016

Persuading consumers to pay more for a product by introducing some kind of “premium” element into it has always been a challenging task—but it was one that big, established brands had managed with a reasonable amount of success until recent years. Smaller brands have been picking up the slack.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

MAY 24, 2016

The odds are stacked against new products or services. We have diagnosed thousands of product failures over the last 30 years, and have found recurring patterns. Often new products are over-engineered with too many features, usually at too high a price. The problem with wildly successful products.

Productivity 8

Productivity Products Price Arkes 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. Deere now uses Krish-style features in products sold all over the world.

Glocalization 12

Glocalization Mass Marketing P&L Globalization 12

Frank Sonnenberg Online

DECEMBER 1, 2020

Remember… Trust takes a long time to develop, but it can be destroyed by a single action. You let your salespeople discount products rather than justify the sale based on the value provided. — Sell value, not price. You begin to sell your luxury products in mass-market retail stores to boost sales. —

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

JANUARY 3, 2013

A prosumer camera is one that is borderline professional grade but a price point in between a consumer camera (few hundred dollars) and a professional camera (few thousand dollars). Prosumers can be the guide to finding unmet demand on the price/value curve. First is when professional products are far superior to its consumer versions.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

MAY 31, 2011

Now, well over a decade later, as developing-economy competitors take the lead, U.S. companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides.

Incubator 14

Incubator Business Model Mass Marketing Globalization 14

Harvard Business Review

MAY 3, 2011

They have an idea for a vocal "warm-up" program and intend to develop and market computer programs and videos to effectively coach aspiring performers. Of course, they didn't have the product to sell — that would come after they had some funding — but they did have their own complementary talents as vocal teachers.

Retail 13

Retail Discount Mass Marketing Download 13