Harvard Business Review

MARCH 22, 2017

Customers today are not just consumers; they are also creators, developing content and ideas — and encountering challenges — right along with you. Creativity in marketing requires working with customers right from the start to weave their experiences with your efforts to expand your company’s reach.

Creativity 13

Creativity Marketing Agility Budgeting 13

Harvard Business Review

MARCH 17, 2011

Innovators will be developing new capabilities along the way. These could be soft: the team could learn how to be more comfortable with ambiguity, how to gather better customer insights, or how to develop a fruitful alliance with a business partner.

Innovation 16

Innovation Committee Market Segmentation ROI 16

Harvard Business Review

APRIL 18, 2013

Creating products and services for market segments of one (" mass customization ") isn''t easy. The only way it can happen: marketing, IT, operations, and human resources functions must collaborate in unprecedented ways. It means building a profile of each customer, based on transaction and social media data (e.g.,

Customer Intimacy 8

Customer Intimacy Supply Chain Market Segmentation Human Resources 8

Harvard Business Review

JANUARY 28, 2014

Readership had been dipping for four successive generations, as most youth turned to social networks and other online media for news. Another, arguably simpler, technique is to change the way you measure market share. Industry leaders were buoyant because advertising revenues continued to grow over the next couple of years.

Disruptive Innovation 9

Disruptive Innovation Advertising Gilbert Market Segmentation 9

Harvard Business Review

SEPTEMBER 19, 2012

He developed a plan to reach a growing market segment, which he billed to his colleagues as "obviously compelling" and the only way to save the company from a "dying past." Whether your goal is feminist re-education or advancing a particular corporate strategy, you get further with honey than vinegar. Launching into your script.

Market Segmentation 8

Market Segmentation Film Policies Education 8

Harvard Business Review

APRIL 9, 2018

lawmakers are now circling waters bloodied by revelations regarding potential abuse of Facebook’s social media data, with CEO Mark Zuckerberg scheduled to testify on Capitol Hill this week about the “use and protection of user data.” companies doing business abroad. In the U.S., New Business Models, Old Strategies.

Advertising 10

Advertising Cost Business Model Information 10

Harvard Business Review

JUNE 14, 2013

If you''re marketing to women through social media, imagine your conversations mediated by a smartphone screen. Women, already social media power users, are increasingly exercising that influence via their phones. Women, already social media power users, are increasingly exercising that influence via their phones.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

OCTOBER 24, 2014

I have had a front row seat as companies have struggled to enter the emerging world of the Internet of Things — first, 10 years ago as a vice president at Ambient Devices , an MIT Media Lab spinoff that was a pioneer in commercializing IoT devices, and then as a consultant. Human resources. These may involve new areas for the company (e.g.,

Productivity 8

Productivity Products Company Engineering 8

Harvard Business Review

APRIL 26, 2012

These social media companies will succeed provided that they maintain the elements that sustain the habits. And not every market segment needs to be invaded at the same time: iPhones and digital cameras certainly didn't work for every market segment right out of the gate.

Market Segmentation 13

Market Segmentation B2B Productivity Products 13

Harvard Business Review

NOVEMBER 20, 2015

Although big, global supply chains certainly have their own dynamism, they mostly evolve incrementally through minnovation rather than disruption – and thus get short shrift in the business media and amongst aspiring entrepreneurs, hungry to create successful ventures. Manage culture by setting expectations appropriately.

Supply Chain 8

Supply Chain Collins Golden Handcuff Pharmaceuticals 8

Harvard Business Review

MARCH 14, 2013

Take Taiwanese GPS manufacturer Mitac , which used this strategy to develop customized devices for each Asian market, serving their specific needs better than Garmin or Tom-Tom could. Haier USA knows it can win trade customers more easily than end-consumers, so uses a 'push' rather than 'pull' go-to-market strategy.

Marketing 8

Marketing Market Segmentation Brand Budgeting 8

Harvard Business Review

JUNE 27, 2014

The media-generated image of passive beneficiaries of international charity and financial aid is now giving way to one of active customers voicing their opinions on product performance, service quality, and advertising. African voices are clamoring to be heard, and now social media offers them control over their narratives.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8