Harvard Business Review

OCTOBER 19, 2016

In 2015, for example, small food and beverage manufacturers drove nearly half of category growth , while the top 25 manufacturers could only take credit for 3%. In some cases, there may not be an obvious price gap within a category, but particularly innovative brands have been able to create them.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

APRIL 23, 2013

In February, as part of an FAA spending bill, Congress ordered the agency to develop rules by 2015 that would allow military, commercial, and privately-owned drones to operate in U.S. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." Government Innovation Technology'

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

OCTOBER 11, 2011

Since the initiative expanded from a small pilot program in Western Europe, consumer enthusiasm has been so strong that the partners now expect the disease will be eliminated, as measured by World Health Organization standards, by 2015. With luck, other organizations will use this success as a template for further innovation.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

Harvard Business Review

MAY 9, 2016

In an era of high-stakes innovation, there is no clearer illustration of how to develop new products the right way (and the wrong way) than a tale of two car companies. By 2015, it generated about half of Porsche’s total profit. This flawed innovation process is the primary reason that 72% of new products fail.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

JUNE 15, 2017

Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S. As recently as 2015, when Mary Barra, CEO of GM, committed to investing another $1 billion in expanding Indian operations, the company seemed to understand the impact of scale. Success in India requires a commitment to volume and scale.

CEO 9

CEO Long-term Short-term Mass Marketing 9

Harvard Business Review

JANUARY 25, 2016

He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. The second, dated 2015, is a global vision of hope, with humans of every race and hue empowered by playful innovation (and it showcases more dads than I have ever seen in any ad).

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

FEBRUARY 7, 2018

General Mills actually grew from #2 to #1 in market share the last few years. But the cereal category declined $4 billion dollars from 2000 to 2015, so it didn’t matter. ” The first problem is it encourages managers to focus most of their attention on market share and not enough on the category itself.

Strategy 10

Strategy Mass Marketing Business Model Brand 10