Harvard Business Review

MARCH 12, 2012

There is no way to design a product for the American mass market where the mass market per capita income is $50,000, and then simply adapt it and hope to capture middle India where the mass market per capita income is $3,000. You need to innovate for India, not simply export to India.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

JULY 22, 2015

Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience. For the financial resources, they used each movie’s production budget. All the movies were released by a major Hollywood studio and played on at least 1,000 screens in the U.S. (The

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

MAY 26, 2014

New ventures, for example, often complain that the corporate finance function requires them to meet budget or lose bonuses or funding; or they can’t recruit the talent they need because of the corporate job evaluation approach. It appointed a gatekeeper.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

MARCH 16, 2016

Car sellers should certainly be investing more in improving their point-of-sale processes and less in their social media budgets. At the same time, sellers must manage their existing digital media budgets a lot better. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

MARCH 8, 2012

Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.). Try applying the marketing funnel to your love life and see how it goes. Relationships aren't rational, but emotional. They certainly aren't predictable.

Marketing 17

Marketing Brand Mass Marketing Metrics 17