Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. For example, one survey indicated that the use of ad-blockers among U.S.

Mass Marketing 13

Mass Marketing Technology Contract Manufacturing Insurance 13

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 and which they now sell in Europe and the U.S. Reverse innovation will become more and more common.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

APRIL 25, 2012

So many factors — not the least of which include testing a larger, more diverse sample of people — contribute to the accuracy of any study. Here's a slightly different example of this phenomenon in action. The TV included many of the teens' suggestions, but didn't catch on in the mass market. Of course not.

Power 14

Power Mass Marketing Focus Group Brand 14

Harvard Business Review

JANUARY 3, 2013

One of my favorite classroom examples is GirlMeetsDress.) Collectively, they're spawning a range of efficient new "as-a-service" business models in industries as diverse as accommodation, transportation, household appliances, and high-end clothing.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

SEPTEMBER 14, 2011

The Indian firms we studied promote diversity in their R&D management by hiring external talent to build and oversee their global innovation network. Do you have examples of companies that are innovating wisely across geographies? Polycentric innovation won't work in organizations that promote groupthink.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

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 9

Marketing Mass Marketing Retail Market Segmentation 9