Harvard Business Review

APRIL 25, 2013

What if your ideas, your thoughts and even your experience as a trained marketing professional didn''t amount to a hill of beans in terms of the brand''s actual advertising performance? It does more than sell; it tells a story that captivates our imaginations and connects us to a brand — and to others who share in the brand sentiment.

Marketing 13

Marketing Advertising Chief Information Officer Technology 13

Harvard Business Review

OCTOBER 1, 2012

Mature corporations are designed to execute on the science of delivery — not engage in the art of discovery. They're bad at innovation by design: All the pressures and processes that drive them toward a profitable, efficient operation tend to get in the way of developing the innovations that can actually transform the business.

Innovation 15

Innovation Company ROI Disruptive Innovation 15

Strategy Driven

MARCH 18, 2011

Large downturns (such as this recession), technology disruptions, or regulatory shifts create discontinuities that simply accelerate the industry’s evolution toward this equilibrium state. You buy a company, invest in a brand, do R&D to meet that unmet need, expand into a new geography. And, invariably, you invest in assets.

Resources 51

Resources Industry System Strategy 51

Harvard Business Review

MARCH 18, 2013

To really engage in conversations with stakeholders, brands are developing and curating quality content that cuts through the clutter. The spots and dots only work if they're tightly woven into a consistent and ongoing narrative from and about the brand. Brands like ours need highly creative content — lots of it.

Advertising 8

Advertising Marketing Storytelling Brand 8

Harvard Business Review

JANUARY 29, 2018

For the latter, we measured incumbents’ operational efficiency, commitment to innovation, and defenses against attack. In the durability state, we found efficient, mature industries — think alcoholic beverages or tires and rubber.

Industry 8

Industry Fixed Assets Retail Market Penetration 8

Harvard Business Review

JULY 29, 2013

Astra Zeneca has replaced virtually all of its field sales force support for its mature brand Nexium with a 300-person inside sales team. First, B2B sellers feel competitive pressure to cut costs, and they''re seeking more efficient ways to sell. Why do you think so many companies are turning to inside sales?

B2B 8

B2B Power Market Segmentation Customer Intimacy 8

Harvard Business Review

OCTOBER 26, 2015

I believe that industry consolidation may be the death throes of mature industries as they struggle to compete with America’s return to a more entrepreneurial, craft economy. For a long time, technology gave big players a competitive advantage because no one else could afford to be big. But that’s a small price to pay.

Competitive Advantage 8

Competitive Advantage Pharmaceuticals Industry Trends 8

Harvard Business Review

DECEMBER 10, 2015

The assumption is that a merger will make it easier to achieve economies of scale, develop a large but narrow network of preferably healthy patients, establish data registries, and integrate expensive technology. Our partnering skills were maturing, so we became more precise in our evaluation process and expectations.

Health Care 8

Health Care Committee Balanced Scorecard Discount 8

Harvard Business Review

JANUARY 27, 2014

Subsequently they become more knowledge-based, as you share technologies, brands and customer intelligence. The forces of lawmaking, jurisprudence and, yes, ethics bring about sufficient transparency, market efficiency and fair business behavior for the conglomerate not to be worth its salt. for the S&P 500 Industrials.

Social Capital 8

Social Capital Chemicals Industry Cost 8

Strategy Driven

JUNE 22, 2012

This is not written to take swipes at responsible branding, marketing and advertising. Branding is a sub-set of marketing, which is a sub-sub-set of corporate strategy. .’ Communications is fundamental to maintaining, but technology is only as good as the people using it. Maturity is a process. Absolutely.

Brand 50

Brand Analysis Advertising Software 50

Harvard Business Review

JUNE 24, 2015

Then, they construct a plan to build and sustain advantaged positions, and, finally, they execute it rigorously and efficiently. Mars focuses on categories and brands where it can lead and obtain a scale advantage, and it creates value by growing those categories. As of 2014, its stock was up 800 percent from recession lows.

Strategy 8

Strategy Competitive Advantage Environment Execution 8

Harvard Business Review

SEPTEMBER 10, 2015

Israel has been branded the “startup nation.” In the 1990s it subsidized venture capital, incubators, university R&D, and technology transfer programs. According to Izhar Shay, a general partner at Canaan Partners, “The investment community has matured to recognize they need to plan for scale.

Venture Capitalist 8

Venture Capitalist Entrepreneur Marketing IPO 8

Harvard Business Review

APRIL 14, 2015

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant.

Brand 8

Brand Brand Valuation Power Brand Management 8

Harvard Business Review

JANUARY 5, 2017

Media companies are experiencing an extreme form of competition that comes with digital technologies: Everyone is a media company today. Steve Jobs understood this more than most technology executives, which is why he elevated product launches to an art form: Every media firm had to cover a new Apple release.

Media 11

Media Advertising Fixed Costs Content 11