Harvard Business Review

MAY 3, 2013

Using unrefined market segmentation to understand the preferences of potential target customers often backfires. YaSabe, the fastest-growing local search destination for the Hispanic American market, successfully employed this tactic by adding discussion forums for users to list their individual needs.

Market Segmentation 8

Market Segmentation Advertising Marketing Bond 8

Harvard Business Review

JULY 9, 2014

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. How would you identify these two segments and market to them differently?

Market Segmentation 8

Market Segmentation Marketing Insurance Price 8

Harvard Business Review

JUNE 14, 2013

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.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

JUNE 24, 2015

To be successful at strategy through experimentation, adaptive firms master three essential thinking steps: they continuously vary their approach, generating a range of strategic options to test. They carefully select the most successful ones to scale up and exploit. . • Adaptive: Be fast. • Visionary: Be first.

Strategy 8

Strategy Competitive Advantage Environment Execution 8