Harvard Business Review

JUNE 27, 2014

As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. This shift will play out most obviously in marketing communications and advertising. This does not reflect income level.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8

Harvard Business Review

OCTOBER 19, 2017

Netflix hit the industry with some bombshell moves this month. Instead, Netflix looks like an old-school TV network; if one had to predict what the industry will look like in five years, one might say there will be a set of online channels with the expectation that consumers will subscribe to all or most of them.

Mass Marketing 8

Mass Marketing Content Price Industry 8

Harvard Business Review

DECEMBER 7, 2011

Although my research focused on restaurants, it's likely that Yelp and other consumer-review sites are helping (or have the potential to help) independent businesses in a variety of industries, from retailers to tax preparers to tutors to dental practices.

Retail 14

Retail Mass Marketing Comparison Advertising 14

Harvard Business Review

MARCH 12, 2018

Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. To get the skills and change agents it needed, Volvo looked outside the automotive industry.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

JULY 25, 2016

They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. And recently they announced the final part of their plan: a mass-market vehicle costing around $30,000 that quickly racked up years worth of pre-orders. He sees cars going autonomous, threatening the need for car ownership.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

DECEMBER 2, 2010

It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market. Mass market acceptance is rare.

Marketing 14

Marketing Mass Marketing Early Adopters Venture Capitalist 14

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 12

Mass Marketing Market Segmentation Travel Marketing 12

Harvard Business Review

APRIL 15, 2014

Assess analogous industries : Looking at direct competitors can sometimes be misleading. Look across adjacent industries. If you’re in automotive, you might look at other highly regulated industries, like healthcare and finance, which manage to experiment considerably despite stringent regulatory environments.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MAY 31, 2011

Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. based solar energy companies produce systems that compete on price, opening up huge new mass markets for renewable energy? Barring a transformation of U.S.

Incubator 13

Incubator Business Model Mass Marketing Globalization 13

Harvard Business Review

AUGUST 2, 2016

Last September some of the world’s foremost technology industry leaders met in Seattle with Xi Jinping, president of China. In a group photograph, 30 CEOs with a combined market capitalization of $2.5 The nationalization of industry regulation was bad news for a startup that depended on local variance and gray zones.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

APRIL 23, 2013

The Federal Aviation Administration estimates that, within a decade, private drones will constitute a $90 billion industry. There is another reason, too, that the drone market is set to take off. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption."

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

MARCH 16, 2016

Sales tasks are continually evolving in all industries, and companies must keep their sales forces up to speed to meet the demands of their customers. The required changes may surprise you and raise questions about effective selling in your market. .” ” As in most industries, buyers’ preferences vary.

Price 8

Price Automotive Mass Marketing Industry 8

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Realities in many industries typically allow only a few firms to compete successfully in this manner. In retailing, there is Wal-Mart, Dollar General, and category killers. But there is also Nordstrom, Louis Vuitton, and many high-end boutiques.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

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 8

Disaggregation Hammer Mass Marketing Gordon 8

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. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). They should also feel free to ignore customers' inputs.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

AUGUST 8, 2011

This innovation came to market in 1964 and quickly became a smash success, setting the standard for the industry and greatly expanding computer use around the globe. billion, the fastest recorded revenue growth in industrial history. Within a decade, however, IBM had fallen behind in the market it did so much to create.

Customer Intimacy 14

Customer Intimacy How To Mass Marketing System 14

Harvard Business Review

MAY 15, 2012

But since then he has written seven mass-market books, some aimed at general audiences and some targeting specific industries such as health care and education. Christensen could have stopped there and had a nice decade-long run repeating the messages from that book.

Christensen 11

Christensen Succession Storytelling McKinsey 11

Harvard Business Review

NOVEMBER 1, 2012

What if RIM decided to essentially ditch its efforts to become a mass-market company and instead focused on becoming the productivity tool for the rapidly growing middle class in emerging markets? That's not to say that RIM is anywhere close to being out of the woods. But there's hope for the company yet.

Mass Marketing 15

Mass Marketing Airlines Constraint System 15

Harvard Business Review

DECEMBER 30, 2016

For legacy industries and companies, the surest way to make a key process more robust, resilient and less vulnerable to disruption is to platformize it. In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform.

Process 11

Process Competitive Advantage Outsourcing Supply Chain 11

Harvard Business Review

SEPTEMBER 16, 2015

These four challenges have seemed insurmountable — at least in the near term — and consigned electric cars to the status of a boutique industry selling to local commuters. It was a lesson the industry was taught 40 years ago by Hewlett-Packard when it turned over its Interface Bus design to the IEEE. Let me explain.

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8

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. So most companies in traditionally male-dominated sectors (IT, finance, law, most heavy industry) are unwittingly speaking and selling “male” while they profess to want balance.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

NOVEMBER 24, 2010

He also founded Bubblegeneration, an agenda-setting advisory boutique that shaped strategies across media and consumer industries. Breaking through the industrial ages rusting, cracking ceiling wont happen by just doing more of the same. Well have to invest not just in action, but in deep, sustained, prolonged reflection.

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. And that's a good thing: the industrial organization of publishing is not sacrosanct. Maybe it's a good time to dredge up a chestnut from Ted Levitt's classic HBR article, "Marketing Myopia." Shock absorbed. Certainly not.

Levitt 13

Levitt Mass Marketing Simon eBook 13

Harvard Business Review

NOVEMBER 24, 2010

The most disruptive, unforeseen, and just plain awesome breakthroughs, that reimagine, reinvent, and reconceive a product, a company, a market, an industry, or perhaps even an entire economy rarely come from the single-minded pursuit of the busier and busier busywork of "business."

Short-term 15

Short-term Mass Marketing Marketing Mix Taylorism 15

Harvard Business Review

MAY 24, 2016

Four examples in very different industries help illustrate the pitfalls of minivations. Instead, Asus priced low to rapidly gain market share, but it didn’t have the supply when demand far exceeded its projections. The problem with wildly successful products. Asus couldn’t build them fast enough.

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

NOVEMBER 4, 2011

It's not easy to deliver sophisticated robotics at a $40 price point , and by managing to do that, they have a toy with mass market sales. He figures Bossa Nova has bought itself some time with its engineering focus on driving costs down.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

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

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. The Cayenne became the most profitable vehicle in the industry. It was a significant risk for a company that knew fast cars, not family vehicles.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

APRIL 13, 2015

Supermarkets became popular in the 30’s because the mass market had only recently gotten access to cars. The easiest place to see this is in apps built and designed for specific industries. The vast majority of modern businesses have been built upon an assumption that customers will be geographically dispersed.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

APRIL 25, 2013

HWC may not be the one that breaks out and reinvents the industry, but there will now be a steady hail of experiments — and one of these might "take.". Do we think of Timex as a mass brand? Now, HWC (and precedents like Lunatik and Haruo Suiekichi ) suggest that almost anyone can play. They have lost their protected status.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8