Harvard Business Review

APRIL 25, 2011

What is missing is growth capital for the small companies that should be the economic engines of their communities. 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. What is missing in cities is not revitalizing new ideas.

Real Estate 14

Real Estate Mass Marketing Banking Asset Management 14

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. So the designers threw that out – not an easy sacrifice for the engineers at a performance-driven company like Porsche.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

MAY 30, 2014

Social Media Gets Physical Coke Designs a Friendly Bottle That Can Only Be Opened by Another Bottle Adweek The Colombian office of the Leo Burnett ad agency has designed a plastic Coke bottle with a cleverly engineered cap that can be opened only when it’s fitted together with another Coke bottle’s cap and twisted.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

MARCH 8, 2012

Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.). Try applying the marketing funnel to your love life and see how it goes. Relationships aren't rational, but emotional. They certainly aren't predictable.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

NOVEMBER 24, 2010

Theyve been finely engineered, instead, to do. For example, if youre just here to sell sugar-water, then "innovating" slightly new flavors of soda every few months, and finding novel markets to "sell" it in (read: competencies in product innovation and mass marketing) is probably good enough.

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

JUNE 7, 2013

Its approach was the first to align the key actors in the ecosystem in a way that addressed the critical shortcomings — range, resale value, grid capacity — that undermine the electric car as a mass-market proposition. Note to Tesla owners: you are not the mass market).

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8