Influence Leadership Marketing Mass Marketing 
CO2
JANUARY 2, 2011
His book Just Ask Leadership - Why Great Managers Always Ask The Right Questions (McGraw Hill 2009). These are: Customer Segments – An organization serves one or several customer segments.
Harvard Business Review
DECEMBER 17, 2012
Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. They are not "lead users" — users who today want new solutions to leading-edge needs that will disrupt firms serving the middle of the market tomorrow. This is a pattern for Apple.
Harvard Business Review
JULY 22, 2015
Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience. The researchers controlled for several factors that could influence a movie’s performance, including its rating, the timing of its release, and whether its actors were stars.
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