Remove 2013 Remove Industry Remove Management Remove Mass Marketing
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Does Your Company Come Across as Too Male?

Harvard Business Review

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.

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From Zipcar to the Sharing Economy

Harvard Business Review

However, although their members can rent the (more urbane and green) Zipcar fleet by the hour and pick up their vehicle at a local parking space using a smartphone app, this is still a dedicated fleet, still inventory that the company has to acquire, manage and monetize. One of my favorite classroom examples is GirlMeetsDress.)