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 8

Marketing Mass Marketing ROI CRM 8

Harvard Business Review

DECEMBER 30, 2016

A little dab of inventory data would enhance both customer expectations and process efficiencies. But the more rigorously the use cases were modeled, the more complicated enhancing expectations and efficiencies became. But customers can now consider incentives – discounts, promotions, special plans, etc.

Process 10

Process Competitive Advantage Outsourcing Supply Chain 10

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do. That is what social allows.

Porter 15

Porter Mass Marketing Supply Chain Retail 15

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.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

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