Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. So, what’s the result?

Mass Marketing 12

Mass Marketing Technology Contract Manufacturing Insurance 12

Harvard Business Review

SEPTEMBER 26, 2014

This can meaningfully change the ROI equation for how a company goes to market. National marketing may make sense for efficiency sake when only one-in-ten consumers is a superconsumer. Ideas like economies of scale (manufacturing, sales, and marketing) are still relevant, but may have diminishing returns.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

JANUARY 3, 2013

But in the world of new "sharing economy" models that generate efficiency gains, theirs is just the tip of the iceberg. Collectively, they're spawning a range of efficient new "as-a-service" business models in industries as diverse as accommodation, transportation, household appliances, and high-end clothing.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

SEPTEMBER 14, 2011

Chirotech specializes in biocatalysis and chemocatalysis, two important subspecialties of biotechnology and chemistry that help develop key biological and chemical intermediates needed for the efficient production of medicines. Western firms are masters of structured approaches to innovation that deliver scale and efficiency.

Globalization 9

Globalization Innovation Decentralization Chemicals 9