thoughtLEADERS, LLC

MAY 10, 2021

In the prior mass markets era, companies had homogeneous markets, so they needed to plan and coordinate only at the executive level, with the rest of the company’s managers focusing on their respective functional specialties. Today’s markets are rapidly becoming highly fragmented, reflecting diverse customer needs.

Mass Marketing 65

Mass Marketing Decentralization Management Diversity 65

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

SEPTEMBER 14, 2011

Decentralize and empower global R&D units. Reliance MediaWorks' global creative network is highly decentralized, allowing each design studio head in the U.S. Tata Motors appointed Tim Leverthon, who previously led R&D at BMW, as head of its global R&D. You can't run your global R&D operations from headquarters in Mumbai. and the U.K.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

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. These companies can’t ignore sustainability.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8