In the CEO Afterlife

APRIL 4, 2011

The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. Their competitive edge eroded because the people at the top, who considered themselves the corporate brain, failed to innovate. The brain also considered the masses below them, the muscle. Stagnation set in. Did you like this?

CEO 150

CEO Mass Marketing Class Brand 150

Harvard Business Review

OCTOBER 19, 2016

Rather than starting with their own portfolio needs and barreling ahead—a supply-driven strategy that companies rarely seem to escape—successful companies start with the consumer’s mindset and use that lens to identify market gaps. This new product line generated $104 million in sales during its first year.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Leading Blog

MARCH 3, 2015

Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. What is interesting is that most organizations weed out the very people that they need to create massive value. Sometimes it takes a slight twist in perspective to see opportunities through a different lens.

Mass Marketing 150

Mass Marketing Follow-up Maturity Operations 150

Harvard Business Review

NOVEMBER 9, 2012

The Met, with his inclusive strategy, has activated a mass market outside the confines of the theatre and of the traditional affluent and aging opera lover. I think marketers make way too much of segmentation — the art of identifying differentiated characteristics.

Mass Marketing 8

Mass Marketing Marketing Sharpe Price 8

Harvard Business Review

AUGUST 29, 2011

We've all been in conversations on the topics of creativity and innovation when Henry Ford's most famous adage is (excuse the pun) trotted out, usually accompanied by a knowing smirk and air of self-evidence. Battle lines are quickly drawn. Having grown weary of both sides of the debate, I was curious; did Ford utter those words?

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Terry Starbucker

JULY 19, 2015

The past declines in video customers were indicative of an industry that encountered two formidable satellite TV competitors, and as a result lost massive chunks of market share. Our competitors offered more channels at a very competitive price, and were able to mass market. Making the Connection.

Leadership 150

Leadership Metrics Price Mass Marketing 150

Harvard Business Review

SEPTEMBER 14, 2011

In prior blog posts, we have described how Western multinationals such as Xerox and GE are embracing polycentric innovation by sourcing more R&D capabilities from emerging markets such as India and China and integrating them into a synergistic global innovation network. Integrate with local innovation ecosystems.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

CO2

JANUARY 2, 2011

They look at 9 Building Blocks that form the business canvas. These are: Customer Segments – An organization serves one or several customer segments. Technology and its role in travel 2.0 Pink Demos Dr. John Sullivan FORA.tv

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

MARCH 12, 2012

We call this phenomenon reverse innovation — any innovation that is adopted first in the developing world, and then later in the developed world. Surprisingly, such innovations defy gravity and flow uphill from the poor to the rich. Reverse innovation will become more and more common. Phase 2: Glocalization.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

DECEMBER 30, 2016

Surely this cheap, customer-centric, and data-driven innovation would impress the client. To make customers measurably happier, optimization mattered less than innovation. Their optimization strengths had become innovation weakness. Platforms, not processes, make innovations faster and easier to implement.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

Harvard Business Review

DECEMBER 3, 2010

It's rare that a technological innovation creates debate both in the Anthony household and among my colleagues, but Microsoft's Kinect had done just that. The core issue: did Microsoft over-stretch in its effort to transform the gaming market?

Mass Marketing 14

Mass Marketing Technology Video Long-term 14

Harvard Business Review

APRIL 25, 2012

The same holds true for consumer focus groups, innovation contests, and more recently the use of social media sites to solicit feedback from consumers. The TV included many of the teens' suggestions, but didn't catch on in the mass market. That's often where the real innovation lies.

Power 14

Power Mass Marketing Focus Group Brand 14

Harvard Business Review

JUNE 6, 2016

“But some of these photos were so far from that wavelength, it’s really helping us kind of realign with the mass market.” ” True customer insights – the kind that can drive breakthrough innovations — come from these kinds of surprising individual stories.

Productivity 8

Productivity Products Mass Marketing Franchising 8

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. Change management Disruptive innovation Strategy' Will you confuse people? If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. Penney are clear examples of the problem with inconsistency.

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

MAY 15, 2012

His disruptive innovation theory, for example, says that incumbents that listen to their best customers — when their offering has already overshot the mainstream — leave themselves susceptible to attack from companies armed with simpler, more affordable solutions.

Christensen 11

Christensen Succession Storytelling McKinsey 11

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. What will the integrated electric car and solar future look like?

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

APRIL 23, 2013

Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." This is a kind of innovation that, thanks to fast-evolving technology, arrives in the marketplace simultaneously better, cheaper, and more capable of improving than the existing alternatives. Government Innovation Technology'

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

MAY 26, 2014

The traditional advice, from Clayton Christensen’s work on disruptive innovations and Michael Tushman’s on organizational ambidexterity , is to set up the new activity as a separate unit, reporting to a manager at the corporate headquarters who can sponsor the new activity and help to integrate it with the rest of the company. Strategy'

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

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? The Chinese now account for 80% of this market and will soon take it global.

Incubator 13

Incubator Business Model Mass Marketing Globalization 13

Harvard Business Review

DECEMBER 17, 2012

Recent corporate history is littered with successful established firms who failed to manage disruptive innovation even with full knowledge that it was coming. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. Kodak is a poster-child. It didn't work.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

MAY 24, 2016

Some products are truly innovative but stay walled up too long in R&D and then are released to market when they are no longer unique. But one innovation pitfall is particularly insidious because it doesn’t involve an outright failure; in fact, these product launches actually do well in the marketplace.

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

OCTOBER 11, 2011

Pampers is now one of UNICEF's largest corporate donors, yet the campaign has delivered year-on-year growth for P&G's brand even in its toughest markets. The result is a new model for cause-related marketing, an innovative way to strengthen mature brands, and a path-breaking avenue to raise money for the big issues.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

Harvard Business Review

JANUARY 3, 2013

The average consumer did not have access to the quality of equipment that professional athletes and healthcare providers had, until breakthrough innovation created higher quality yet affordable options. They also are finicky about marketing ("how you market it").sometimes Both UnderArmour and Roche are great examples of this.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

APRIL 25, 2013

In the early days of an innovation, it''s hard to tell whether we are looking at the future or just another blip on the screen. At this point, the innovation is not only beneath our interest. Do we think of Timex as a mass brand? To contend with disruptive change, we want to see innovations as early as we can.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

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. I’ll then discuss some of LVMH’s challenges.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

APRIL 15, 2014

This approach is easier for software companies, but manufacturing innovations like 3D printing have provided ways to launch physical products at limited scale. They have been able to release Google Glass to the public before it’s ready for mass market use. Innovation Product development Risk management Tech industry'

Brand 8

Brand Productivity Products Mass Marketing 8

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

NOVEMBER 30, 2016

This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. A few innovations impose major risks, or even worse.

Chemicals 8

Chemicals Mass Marketing System Policies 8

Harvard Business Review

OCTOBER 19, 2017

This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. On-demand is one, as is the “born global” approach of Netflix. While it might be inconceivable for an old-style network to green-light a series that appeals to 0.5%

Mass Marketing 8

Mass Marketing Content Price Industry 8

Harvard Business Review

JANUARY 3, 2013

Avis has taken an interesting (and bold) step by acquiring Zipcar, absorbing an innovative but struggling competitor at what is likely to be seen as a bargain price while acquiring a small but desirable customer base and gaining a foothold in the rapidly growing world of collaborative consumption.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

APRIL 29, 2016

.” The “we,” however, seldom includes the end user’s perspective, and so market acceptance continues to suffer until management pulls the plug on the product. The IoT, because of its innate technological integration and new customer experiences, demands a significantly higher level of design and technology partnership.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

MARCH 30, 2016

Whereas product-based business models create value by selling differentiated products to market niches, platform-based business models create value by facilitating transactions across large, generic markets. — prior work emphasizes that firms should choose to produce either products or platforms but not blend the two.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

FEBRUARY 14, 2012

Mass markets were a convenient fiction created by mass media. That was why Christensen's The Innovator's Dilemma became the bible of the boardroom. How many companies have figured out how to shift from supply chain management to integrating customer feedback directly into their product design, distribution, and delivery?

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

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

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off. Shock absorbed. Then 1939 snuck up on publishers.

Levitt 13

Levitt Mass Marketing Simon eBook 13

Harvard Business Review

FEBRUARY 27, 2013

It turns out that some of our best thinkers and innovators are introverted. Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. Seth Godin: The tribes we lead.

Godin 8

Godin Open-book Mass Marketing Creativity 8