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? Might we expose our strategy to competitors? If so, how have consumers responded?

Brand 8

Brand Productivity Products Mass Marketing 8

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

SEPTEMBER 26, 2014

Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. This also works broadly in other areas like private label brands.

Marketing 9

Marketing Mass Marketing ROI CRM 9

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. But synergy can also come from cross-selling, coordinated strategy, or many other sources. The divisions pay for what they get, and contribute a negotiated amount to the development of the brand.

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' He mocked J.C. Because the middle class is gone, or at least rapidly going.

Class 8

Class Mass Marketing Retail Merchandising 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 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

APRIL 15, 2014

If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. The recent failures of mass market retailers Sears and J.C. Change management Disruptive innovation Strategy' Will you confuse people? 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

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

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

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. They should also feel free to ignore customers' inputs.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

NOVEMBER 17, 2015

Volkswagen will have to abandon its strategy of world domination and the hubristic “Das Auto” branding approach we see in the ads. Pötsch and his supervisory board need to direct the group’s management to institute major cultural, organizational, and strategic change.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

AUGUST 2, 2016

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. It is true that Kalanick consistently called China the most important market for Uber. Cheng Wei will get a seat on Uber’s board as part of the deal.

Marketing 8

Marketing CEO Mass Marketing Price 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. In recent years, Indian firms such as Dr Reddy's have also started globalizing their R&D footprint by moving into Western markets. This lab isn't located in Bangalore or Hyderabad (where Dr Reddy's is headquartered) but in.

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. This is social marketing. The first 2.5

Marketing 17

Marketing Brand Mass Marketing Metrics 17

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. Carbs are losing to protein.

Strategy 12

Strategy Mass Marketing Business Model Brand 12

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. The New Marketing Organization.

Marketing 9

Marketing Mass Marketing Retail Market Segmentation 9