Harvard Business Review

MARCH 8, 2012

But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. It was better cars, with better financing options. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models. Annual model changes.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 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

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. It will help us decide what we make, how much we make, and how we finance that production. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

JANUARY 25, 2016

He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Whether it’s in recruiting materials or executive speeches, in advertising or marketing messaging, companies tend to talk in stereotypes, even if they have female-dominated marketing teams.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

MAY 26, 2014

Should the new activity have a separate stock market listing or separate funding? New ventures, for example, often complain that the corporate finance function requires them to meet budget or lose bonuses or funding; or they can’t recruit the talent they need because of the corporate job evaluation approach. It appointed a gatekeeper.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

APRIL 15, 2014

Designers and entrepreneurs have been experimenting with live prototyping — putting unfinished product ideas in the context of real markets and real customer situations — for years, and now bigger businesses have begun to catch on. Is quality essential in your market, or simply a nice-to-have. Might we tarnish our brand?

Brand 8

Brand Productivity Products Mass Marketing 8