Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. It was better cars, with better financing options. It was clear what people wanted, and it wasn't faster horses. They should also feel free to ignore customers' inputs.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. It will help us decide what we make, how much we make, and how we finance that production. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. In fact, the advertisement announced proudly that the company was “kicking the finance guys” out of the development process.

Productivity 8

Productivity Products Development Sports 8