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%. Since the goal is to combine premium prices with mass market reach, brands that already have mass awareness, distribution and retailer support are miles ahead of smaller upstarts.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

MARCH 12, 2018

Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. Between 2011 and 2015, the company added 3,000 new people in engineering and development.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

JUNE 22, 2016

Mintel’s 2015 American Lifestyles report projects that vacations, dining out, and other experiential categories will drive the growth in total consumer spending. Customers no longer want anything that is mass-marketed. But the shift is not happening solely with younger shoppers. Personalization is expected.

Retail 9

Retail Discount Reis Supply Chain 9

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." But that is about to change.

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.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

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 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

MARCH 16, 2016

According to a 2015 DrivingSales study of more than 1,300 active car shoppers (where most of the statistics from this article derive from), the changing behavior of buyers has placed even more emphasis on selling at the dealer. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

Price 8

Price Automotive Mass Marketing Industry 8