thoughtLEADERS, LLC

MAY 10, 2021

As customers’ needs become more diverse, the managers of the future must adapt to meet their demands. Managing at the right level is the most important element in effective management in the Age of Diverse Markets. Today’s markets are rapidly becoming highly fragmented, reflecting diverse customer needs.

Mass Marketing 64

Mass Marketing Decentralization Management Diversity 64

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 13

Mass Marketing Technology Contract Manufacturing Insurance 13

Harvard Business Review

MARCH 12, 2012

Poor countries will become R&D labs for breakthrough innovations in such diverse fields as housing, transportation, energy, health care, entertainment, telecommunications, financial services, clean water, and many others. Surprisingly, such innovations defy gravity and flow uphill from the poor to the rich.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

SEPTEMBER 26, 2014

Ideas like economies of scale (manufacturing, sales, and marketing) are still relevant, but may have diminishing returns. National plans/strategies have long been efficient, but their effectiveness is in question as the US, in particular, is increasingly diverse in demand. And the best of both worlds is possible.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

APRIL 25, 2012

So many factors — not the least of which include testing a larger, more diverse sample of people — contribute to the accuracy of any study. The TV included many of the teens' suggestions, but didn't catch on in the mass market. Of course not.

Power 14

Power Mass Marketing Focus Group Brand 14

Harvard Business Review

APRIL 25, 2011

Few CEOs realize that their companies' "supplier diversity programs" might be self-defense exercises for an urbanized future. And it's easier to sell to a monolithic mass market than to the diverse and dynamic collection of markets that we call a city. Institutions aren't stupid. They're not mean-spirited.

Real Estate 14

Real Estate Mass Marketing Banking Asset Management 14

Harvard Business Review

JANUARY 3, 2013

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. One of my favorite classroom examples is GirlMeetsDress.)

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9