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If Your Mobile Strategy Can Win Here, It Can Win Anywhere

Harvard Business Review

If you''re marketing to women through social media, imagine your conversations mediated by a smartphone screen. According to a 2013 survey by Nielsen, "Nearly 60% of women use Facebook/access Facebook multiple times a day on their device/computer compared to approximately 45% of men." And these messages use strong market segmentation.

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Navigating the Dozens of Different Strategy Options

Harvard Business Review

Tata Consultancy Services, the India-based information technology (IT) services and solutions company, operates in an environment it can neither predict nor change. This approach works when the visionary firm can single-handedly build a new, attractive market reality.