2013 Finance Management Mass Marketing 
Harvard Business Review
JANUARY 25, 2016
Every manager, male or female, saw the difference very fast, without any preaching on my part. He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Some were very strategically aimed at women, others carefully crafted for men. So far, so good.
Harvard Business Review
JUNE 7, 2013
Its approach was the first to align the key actors in the ecosystem in a way that addressed the critical shortcomings — range, resale value, grid capacity — that undermine the electric car as a mass-market proposition. Note to Tesla owners: you are not the mass market). What Went Wrong?
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