Harvard Business Review

SEPTEMBER 21, 2011

A market segment can be characterized broadly (women 25-34) or specifically (women in an early career phase who are newly-married and starting a family). Abstract thinking is useful for early stages of innovation. With abstract and specific thinking, it's easy to influence the way you conceptualize a situation.

Word of Mouth Marketing 13

Word of Mouth Marketing Transportation Market Segmentation Advertising 13

Harvard Business Review

APRIL 26, 2012

Because habits change with acculturation, age, influence and other factors. And not every market segment needs to be invaded at the same time: iPhones and digital cameras certainly didn't work for every market segment right out of the gate. In this realignment of habits lies innovation.

Market Segmentation 13

Market Segmentation B2B Productivity Products 13

Harvard Business Review

NOVEMBER 20, 2015

Corporate procurement processes are opaque, secretive, and can be influenced by political pull as well as pure performance. Global supply chains can cut across many “cultures”: national, industry, technology, market segment, and more. Innovate and invest, even when it hurts.

Supply Chain 8

Supply Chain Collins Golden Handcuff Pharmaceuticals 8

Harvard Business Review

MAY 28, 2015

Instead, according to new research from the Center for Talent Innovation (CTI), the fundamental issue is the health care industry’s failure to develop a nuanced understanding of, and commitment to, women as consumers and decision makers. What is the greatest impediment preventing Americans from getting good health care?

Health Care 8

Health Care Industry First-mover Advantage Market Segmentation 8

Harvard Business Review

JUNE 14, 2013

As a marketer, I work to engage women online with brands and causes. Ideally, a brand and a woman of influence interact directly, one to one. Women, already social media power users, are increasingly exercising that influence via their phones. And these messages use strong market segmentation. It''s her phone.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

JUNE 24, 2015

The f ive forces framework for strategy may be valid in one arena, blue ocean or open innovation in another, but each approach to strategy tends to be presented or perceived as a panacea. This approach works when the visionary firm can single-handedly build a new, attractive market reality.

Strategy 8

Strategy Competitive Advantage Environment Execution 8

Harvard Business Review

NOVEMBER 16, 2012

The success of a project like #GivingTuesday relies on strong interconnected networks of digital influencers. Unlike traditional marketing segments, the connected generation audience can't be broken down by age, demographics, interest, or hobby.

Marketing 8

Marketing Simon PR Market Segmentation 8