Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 10

Creativity Mass Marketing Productivity Products 10

Harvard Business Review

MAY 25, 2018

In the era of department stores and supermarkets, consumers selected brands from store aisles and shelves. Frictionless commerce will test the emotional bonds that make consumers loyal to established brands. That puts all brands in danger. We call this “building brand friction in a frictionless world.”

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

APRIL 15, 2014

Designers and entrepreneurs have been experimenting with live prototyping — putting unfinished product ideas in the context of real markets and real customer situations — for years, and now bigger businesses have begun to catch on. Might we tarnish our brand? Might we expose our strategy to competitors?

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MAY 26, 2014

Businesses sometimes need to invest in new opportunities that do not fit the current business or current strategy well. Should the new activity have a separate stock market listing or separate funding? But synergy can also come from cross-selling, coordinated strategy, or many other sources.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

MARCH 12, 2018

Developing what we call an “M&A strategy for talent” is one way to overcome this. For years, Volvo was a brand stuck between a rock and a hard place. The result was clear: to move into the premium-brand tier, Volvo needed new people with different skills. “Once, you needed mechanical engineers.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

APRIL 12, 2013

He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. Economy Strategy' Penney''s sudden swoon that not enough commentators are picking up on.

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. The brand is still the central part of that communication.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

APRIL 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

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

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. 2003 in "Added Value: The Alchemy of Brand-led Growth" by Mark Sherrinton. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

JULY 22, 2015

The researchers looked at three types of resources — financial, brand, and human — and specifically at the role of “fungibility,” which is a resource’s ability to be deployed in different ways. The best strategy, the researchers say, is for leaders to adapt their approach to the specifics of the project.

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

JUNE 22, 2016

As a result, big box retail must shift its strategy — from competing on access and selection to staging big experiences and providing big discounts. Customers no longer want anything that is mass-marketed. More big box retailers should design their stores to deliver big experiences like these.

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

AUGUST 2, 2016

In a group photograph, 30 CEOs with a combined market capitalization of $2.5 Kalanick gets the same on Didi Chuxing’s board, and Uber gets around a 20% share of the Chinese company, which will run Uber’s Chinese operation as a separate brand. The company’s losses were mounting in a bid to win market share.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

APRIL 25, 2013

Consumers might not want to wear your brand. The world of watches, like most of the branded world, worked on the assumption that consumers want to wear a recognized brand. But there are a couple of generations of consumer who are happier if you don''t recognize their brand. It turns tiny and obscure into strategies.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

NOVEMBER 17, 2015

Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S. Volkswagen will have to abandon its strategy of world domination and the hubristic “Das Auto” branding approach we see in the ads.

CFO 8

CFO Crisis Mass Marketing IPO 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. Dr Reddy's plan is to leverage Chirotech's scientific capabilities to optimize drug development processes, thus lowering manufacturing costs and speeding time-to-market. Cambridge, U.K. facility in Cambridge Science Park.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

FEBRUARY 27, 2013

TED has become a brand name as they have uploaded their archive of 18-minute presentations from their exclusive annual event to TED.com. Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. It's happening right now.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

MARCH 8, 2012

Brands are spending a great deal of time and energy investing in platforms to get likes or pluses, and not really being social at all. But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem.

Marketing 16

Marketing Brand Mass Marketing Metrics 16

Harvard Business Review

FEBRUARY 7, 2018

Of the many contributions Jack Welch has made to business wisdom, one of his most famous was “Be #1 or #2 in every market.” ” That advice served GE well in shaping its portfolio of businesses and its strategy for many years, but it’s not clear to us that it is as relevant any more. Will cereal go to zero?

Strategy 11

Strategy Mass Marketing Business Model Brand 11

Harvard Business Review

JUNE 27, 2014

For the first time, Western stereotypes associating Africa with death, disease, poverty, and war are being replaced by the reality of demanding, brand-conscious consumers who happen to live in a challenging environment. This shift will play out most obviously in marketing communications and advertising.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8