Leading Blog

DECEMBER 12, 2022

Marketing: How much to spend on marketing. Premature scaling of marketing and product development efforts is a widespread cause of startup failure. Crowdfunding campaigns may demonstrate a product’s appeal to product category enthusiasts, but they don’t provide data on mass-market demand.

Early Adopters 204

Early Adopters Entrepreneur Mass Marketing Marketing 204

Leading Blog

MARCH 3, 2015

Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. Leadership Partnership. What is interesting is that most organizations weed out the very people that they need to create massive value. Producer overwhelmingly do not go it alone. Management'

Mass Marketing 150

Mass Marketing Follow-up Maturity Operations 150

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

DECEMBER 17, 2012

Recent corporate history is littered with successful established firms who failed to manage disruptive innovation even with full knowledge that it was coming. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. Kodak is a poster-child. It didn't work.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

JUNE 15, 2017

1 — Consistent Leadership Over Time Matters in This Market. PepsiCo developed an entire line of snack foods, Kurkure, just for India, while Whirlpool designed its washing machines to attract Indian buyers who preferred hand washing. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

DECEMBER 2, 2010

So Acumen finds entrepreneurs on site in the developing world, funds them, teaches them and pushes them to build really big organizations. As a result, it's extremely difficult to sell innovation to this consumer. It lies in engaging directly and experientially with individuals, not getting distribution in front of markets.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

Harvard Business Review

JUNE 7, 2013

While every other player in the electric car space was focused on innovating individual pieces — vehicles, batteries, charge spots — Better Place''s strategy was unique in innovating the larger puzzle to deliver an affordable drive-anywhere, anytime solution. Note to Tesla owners: you are not the mass market).

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8