Development Diversity Long-term Mass Marketing 
Harvard Business Review
SEPTEMBER 26, 2014
My colleague Tim Joyce and I have found a similar viral phenomenon with superconsumers — our term for people who buy big volumes of a product or service, but who often can be convinced to buy even more. Finally, we found that these super geos made it easier for companies to develop growth strategies.
Harvard Business Review
JUNE 27, 2014
For too long, “Africa” has been considered a homogenous mass rather than a multicultural continent of diverse citizens. As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up.
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