Harvard Business Review

OCTOBER 19, 2016

Persuading consumers to pay more for a product by introducing some kind of “premium” element into it has always been a challenging task—but it was one that big, established brands had managed with a reasonable amount of success until recent years. Smaller brands have been picking up the slack.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

APRIL 15, 2014

Many executives, eager to avoid over-investing in the wrong ideas, are intrigued by this approach, but they’re leery of putting unpolished products and services out in the market. Might we tarnish our brand? One way of doing this is to create a sub-brand that is clearly about introducing new and unfinished ideas.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

SEPTEMBER 14, 2011

We recently visited the brand-new R&D lab of Dr Reddy's , one of India's leading pharmaceutical firms. Chirotech specializes in biocatalysis and chemocatalysis, two important subspecialties of biotechnology and chemistry that help develop key biological and chemical intermediates needed for the efficient production of medicines.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

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. In fact, the advertisement announced proudly that the company was “kicking the finance guys” out of the development process.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

JANUARY 11, 2017

The companies that are most vocal about environmental and social issues tend to be big, mass-market brands — well-known retailers , consumer products giants , and tech firms that are telling a new story to consumers who increasingly care about sustainability. Brand-Building and Customer Connection.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

MAY 26, 2014

The traditional advice, from Clayton Christensen’s work on disruptive innovations and Michael Tushman’s on organizational ambidexterity , is to set up the new activity as a separate unit, reporting to a manager at the corporate headquarters who can sponsor the new activity and help to integrate it with the rest of the company. Strategy'

Mass Marketing 8

Mass Marketing Brand Disruptive Innovation Advice 8

Harvard Business Review

OCTOBER 11, 2011

By appealing to the sympathies of young mothers toward the risk of childbirth in poor nations, Procter & Gamble's largest brand, Pampers, and its global partner, UNICEF, will soon defeat a disease that now kills a baby or its mother every nine minutes.

Maturity 9

Maturity Mass Marketing Brand Comparison 9