Harvard Business Review

OCTOBER 2, 2014

To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. In fact, going back as far as 2009, watchers have documented how Apple has struggled to reach mass markets, like India’s. Apple Customers Marketing' But is that really right? Income data is from the U.S.

Mass Marketing 9

Mass Marketing Marketing Brand Meyer 9

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

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. LVMH’s approach is somewhat unique.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 15

Porter Mass Marketing Supply Chain Retail 15

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. Personalization is expected.

Retail 8

Retail Discount Reis Supply Chain 8