Harvard Business Review

OCTOBER 12, 2018

By 2017 it was operating in over 190 countries, and today close to 73 million of its some 130 million subscribers are outside the U.S. It also must face a diverse set of national regulatory restrictions, such as those that limit what content can be made available in local markets. Netflix did not try to enter all markets at once.

First-mover Advantage 8

First-mover Advantage Globalization Content Operations 8

Harvard Business Review

OCTOBER 12, 2018

It operates in over 190 countries, and close to 73 million of its some 130 million subscribers are outside the U.S. It also must face a diverse set of national regulatory restrictions, such as those that limit what content can be made available in local markets. Netflix did not try to enter all markets at once.

First-mover Advantage 8

First-mover Advantage Globalization Content Operations 8

Harvard Business Review

JULY 28, 2014

If you’re a mid- or late-career marketer, chances are your job today is mostly unrecognizable from what you signed on for. Many marketers are left behind, simply tuned in to the wrong frequencies. In response, capturing the right data has become the key capability in finding and engaging audiences.

Storytelling 10

Storytelling Brand Audience Marketing 10

Harvard Business Review

JUNE 8, 2018

I met the team at Vineyard Vines while doing research about data-driven marketing technologies for my book, Marketing, Interrupted , and was able to learn firsthand about the company’s beginnings, and what has made them so successful today. ” Of course, this type of real-time, one-to-one marketing is easier said than done.

Retail 8

Retail Apparel Engineering Audience 8

Harvard Business Review

JULY 23, 2013

One solution to this tension is to pursue what we call glocal advertising strategy — locally adapting a universally embraced core idea that will resonate in any market anywhere in the world.". The key question for global brands is, "How can marketers pull it off consistently?". It''s not easy to do, however.

Brand 8

Brand Globalization Advertising Storytelling 8

Harvard Business Review

DECEMBER 11, 2012

The ad was meant to capture this zeitgeist and, using storytelling rather than any new facts or claims, tell audiences "we get it and we're going to adapt to these times." The Broadcast Era, in which content was delivered to audiences who simply consumed it and couldn't meaningfully comment on it or make their own, is over.

Advertising 15

Advertising Banking Audience Media 15

Harvard Business Review

OCTOBER 5, 2015

There is no question that the media industry is experiencing dramatic disruption on many fronts—in the way it creates content, distributes content to consumers, and monetizes audiences. When and how do we shift our businesses from legacy operating models to ones that better reflect the future? Humans and Automation.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

JUNE 12, 2018

The pervasive adoption of mobile devices has driven an explosion of contextual user information, including geolocation data, which has become a valuable resource for marketers. However, a lack of technical skill sets among marketers has made it difficult for them to use this data (when they have access to it) effectively.

Short-term 8

Short-term Brand Long-term Media 8

Harvard Business Review

DECEMBER 4, 2018

Today’s fashion in data science favors flashy sophistication with a dash of sci-fi, making AI and machine learning the darlings of the job market. Sloppy nonsense or stellar storytelling? Analysts are data storytellers. Which of those skills gets the pedestal? What about analysts? Analytics as a second-class citizen.

Organization 15

Organization Engineering Learning-by-Doing Storytelling 15