Leading Blog

DECEMBER 12, 2022

Crowdfunding campaigns may demonstrate a product’s appeal to product category enthusiasts, but they don’t provide data on mass-market demand. Once the mistake is evident, the venture can correct course, but pivots can be costly once resources have been committed. Speed Trap. If any requirements are not met, the venture may fail.

Early Adopters 205

Early Adopters Entrepreneur Mass Marketing Marketing 205

The Horizons Tracker

MARCH 24, 2021

For new entrants, the dilemma revolves around whether a specific niche should be targeted to avoid any reaction from the incumbent, or whether to target the mass market and risk provoking such a reaction from the incumbent. Managing disruption.

Technology 136

Technology Mass Marketing Disruptive Innovation Agility 136

Harvard Business Review

FEBRUARY 17, 2012

But have they really committed a worse crime than the likes of Jayne, Dorothy or Natasha? Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. retailers an estimated $16 billion a year.

Retail 13

Retail Mass Marketing Customer Loyalty Discount 13

Harvard Business Review

AUGUST 8, 2011

Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer. Within a decade, however, IBM had fallen behind in the market it did so much to create. Faster, cheaper and more nimble competitors had eaten away at Big Blue's market leadership.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — Do You Take Your Commitments Seriously? You accept orders even though you don’t have enough product to satisfy demand — Rather than being upfront with customers, you pray no one gets upset with the delay. Ever Feel Like You’ve Been Taken?

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

MAY 24, 2016

The company could have priced its Eee PC much higher and served a market that was willing to pay more than €299, and then dropped the price to go after the mass market, after ramping up manufacturing (something we refer to as a classic skimming strategy). Asus couldn’t build them fast enough.

Productivity 8

Productivity Products Price Arkes 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. The Butterfly Mark will soon appear on Krug’s Champagne.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8