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

companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? The company appeared at this year's International Auto Show in Detroit with a mid-sized hybrid car that, at under $30,000, has better fuel efficiency than any other such product in the world. BYD of China can.

Incubator 14

Incubator Business Model Mass Marketing Globalization 14

Harvard Business Review

JANUARY 11, 2017

The companies that are most vocal about environmental and social issues tend to be big, mass-market brands — well-known retailers , consumer products giants , and tech firms that are telling a new story to consumers who increasingly care about sustainability. People look at brands and ask what they do for the world.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

JANUARY 3, 2013

Avis has taken an interesting (and bold) step by acquiring Zipcar, absorbing an innovative but struggling competitor at what is likely to be seen as a bargain price while acquiring a small but desirable customer base and gaining a foothold in the rapidly growing world of collaborative consumption.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

AUGUST 2, 2016

When Uber entered the Chinese market, it soon learned it had to change its core product. Yet even after making its core product more attractive to Chinese customers, Uber had to spend hugely to attract drivers and riders. At first, customers had to validate credit card information before opening an account.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

JUNE 1, 2011

The story has a happy ending, though, at least for readers: Dickens went on to keep writing at an alarmingly productive rate, leaving us with some of the most compelling stories of the nineteenth century.). No, not World War II, but rather the introduction of the first mass market paperback. Shock absorbed. And, they were cheap.

Levitt 14

Levitt Mass Marketing Simon eBook 14

Harvard Business Review

NOVEMBER 4, 2011

It's not easy to deliver sophisticated robotics at a $40 price point , and by managing to do that, they have a toy with mass market sales. When his team did that, he says they narrowed things down to 15 very viable product ideas. If as you look around, robots are on your mind, you see the applications everywhere.".

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

FEBRUARY 14, 2012

How many companies have figured out how to shift from supply chain management to integrating customer feedback directly into their product design, distribution, and delivery? Mass markets were a convenient fiction created by mass media. Again, that captures the marketing aspect but misses the strategic point.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

MAY 9, 2016

In an era of high-stakes innovation, there is no clearer illustration of how to develop new products the right way (and the wrong way) than a tale of two car companies. How Porsche got the product right. That was heartening to the company’s executives and product designers. How Fiat Chrysler got the product wrong.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

JUNE 15, 2017

In this mix, an American company must develop a unique, India-specific strategy and product road map. Dropping products designed for other markets into India does not work beyond the short term. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

FEBRUARY 7, 2018

some people use it some of the time) to mass (e.g., Similarly, categories decline when categories hit their peak and are replaced by better, more innovative categories. Like how the growth of and innovation in food service may eventually turn cooking into a niche hobby like sewing. Categories grow when they go from niche (e.g.,

Strategy 12

Strategy Mass Marketing Business Model Brand 12