Development Mass Marketing Positioning Project 
Harvard Business Review
DECEMBER 2, 2010
Acumen creates these markets using patient capital. So Acumen finds entrepreneurs on site in the developing world, funds them, teaches them and pushes them to build really big organizations. The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market.
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. LVMH’s approach is somewhat unique.
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