Reverse Innovation in Tech Startups: The Story of Capillary Technologies

Harvard Business Review

At its core, reverse innovation describes solutions adopted first in poorer, emerging nations that subsequently—and disruptively—find a market in richer, developed nations. But can reverse innovation be relevant in the world of high-technology? The very definition of "high-technology" hints at something typically reserved for the developed world. In 2011, Capillary began looking beyond emerging markets for further growth.

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Get the Maximum Value Out of Your Big Data Initiative

Harvard Business Review

One of the benefits of Big Data approaches is that the advent of new Big Data technology platforms makes the process of asking questions less expensive and more cost effective. Decision making Information & technology GSA GE TTA PDF

Find the Customers Your Competitors Are Offending

Harvard Business Review

Pizza Hut''s campaign unwittingly shut the door on thousands of customers who were either: 1) people within the target market that the ad alienated (ex: millennials who care about politics more than pizza); or 2) people excluded from the target market altogether (ex: non-Gen Yers).

The Growing Power of Inside Sales

Harvard Business Review

Third, new easy-to-use online webinar and videoconferencing technologies make it possible for inside salespeople to create customer intimacy without field interaction. Different companies divide it in different ways: By market segment.

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

Harvard Business Review

As a marketer, I work to engage women online with brands and causes. of emails to my all-female marketing database are opened on iPhones, likely because many on my mailing list are busy moms who often aren''t in front of a computer. And these messages use strong market segmentation.

What Manufacturing Taught Me About Knowledge Work

Harvard Business Review

The technology employed in the seventies was a top-of-the-line sewing machine or a battery-powered forklift. How many analyses were required to complete that market segmentation report? What type of competitor analysis are you doing in order to evaluate that market?

Don't Live Your Life, Lead It

Harvard Business Review

Those that lead lives use technology as a new lens for self-examination. You can live life using technology to shop, to entertain, to become a virtual friend or follower. Marketers segment you, target you, and analyze you. But what about also using technology to examine yourself, as a way to intentionally generate personal data for private reflection? Of course, technology isn't the only route to self-awareness, though it can give a boost to introspection.

Understanding Customers Is Everyone's Job

Harvard Business Review

Going to market effectively these days, no matter what business you''re in, means relating to customers as individuals — even if there are millions of them. Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. Collaboration Marketing Operations

What Small Business Can Learn from Emerging Markets

Harvard Business Review

A new wave of smaller companies from emerging market countries have discovered that you can not only win, but have the advantage over larger companies. In researching our book, we studied 39 new companies, which we characterize as " Emerging Market Multinationals " (EMNCS), and found patterns in how these upstarts compete with larger companies. Lenovo thus goes after medium and large businesses before targeting the mass consumer market.

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What You Need to Know About Segmentation

Harvard Business Review

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. As Businessweek’s Jessica Grose reported , the maker of the test, Swiss Precision Diagnostics, has a 25% share of the at-home pregnancy-testing industry and is targeting its marketing efforts at Millennials. And that’s segmentation.”

Navigating the Dozens of Different Strategy Options

Harvard Business Review

In a visionary setting, firms win by being the first to create a new market or to disrupt an existing one. Tata Consultancy Services, the India-based information technology (IT) services and solutions company, operates in an environment it can neither predict nor change.