Harvard Business Review

APRIL 23, 2012

When a consumer product company wants to know how a new product or new marketing campaign will perform, it doesn't rely solely on traditional market research surveys. It goes to test markets. It also provides the test bed for optimizing the marketing mix to support the full-scale launch.

Business Model 13

Business Model Marketing Mix Retail Entrepreneur 13

Harvard Business Review

APRIL 26, 2011

Since reading that I've often pondered the subject and today, I find it helpful to look at my experience of how good designers think (and do) at each stage of the innovation process: insights, inspiration, and action. Good designers can act as a translator between functional silos as different as supply chain, marketing and R&D.

Supply Chain 16

Supply Chain Marketing Mix Simon Innovation 16

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business." So throw Frederick W. After "what", ask "which."

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

AUGUST 21, 2014

When I argue that e-commerce isn’t likely to destroy innovative omnichannel retailers , I typically receive passionate responses. Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable.

Retail 8

Retail Price Forrester Merchandising 8

Harvard Business Review

OCTOBER 10, 2014

Marketers often distinguish between paid, earned, and owned media. We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. But if you want to truly be disruptive, it’s time to rethink owned media and make it a more strategic part of your marketing mix.

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

JUNE 20, 2014

When Deborah DiSanzo took over as CEO of Philips Healthcare in May 2012, she knew that engineering would continue to drive innovation. But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change.

CEO 8

CEO Marketing Hotels Long-term 8