Harvard Business Review

APRIL 25, 2011

This post is part of a three-week series exploring the re-invention of the social infrastructure of cities, published in partnership with the Advanced Leadership Initiative at Harvard University. And it's easier to sell to a monolithic mass market than to the diverse and dynamic collection of markets that we call a city.

Real Estate 14

Real Estate Mass Marketing Banking Asset Management 14

Harvard Business Review

NOVEMBER 17, 2015

With a strong, competent, and independent chair able to step in and assume responsibility (and possibly act as interim CEO), a company in a crisis that destroys its leadership is better placed to navigate the storm. Hayward’s leadership had contributed to BP underplaying safety its U.S. Take the case of BP.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

AUGUST 8, 2011

Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer. Within a decade, however, IBM had fallen behind in the market it did so much to create. Faster, cheaper and more nimble competitors had eaten away at Big Blue's market leadership.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

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. (Think of it this way: Cash, which can be spent in whichever way you choose, is highly fungible; people, whose specialized skills limit your options for deploying them, are less fungible.)

RBV 8

RBV Mass Marketing Budgeting Brand 8

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.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — You accept orders even though you don’t have enough product to satisfy demand — Rather than being upfront with customers, you pray no one gets upset with the delay. Remember… Half the truth is often a whole lie.

Discount 105

Discount Price Mass Marketing Reputation 105

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

JUNE 15, 2017

1 — Consistent Leadership Over Time Matters in This Market. Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S. India is a complex country and has a unique mix of Asian and Western values. Understanding it takes time and focus. 4 — Strategy Also Needs to Be Based on Volume and Scale.

CEO 10

CEO Long-term Short-term Mass Marketing 10

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. But since the most senior leadership teams are male-dominated, a lot of what happens in companies ends up reflecting that, including how they look and sound. He’d thought it was nice!

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

MAY 30, 2014

Not Good at All Google Finally Discloses Its Diversity Record, and It’s Not Good PBS NewsHour Google released its global workforce numbers, revealing that 70% of its employees are men, a number that increases to 83% and 79% if you look only at tech jobs and leadership roles. Two percent of Google employees are black.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

NOVEMBER 24, 2010

For example, if youre just here to sell sugar-water, then "innovating" slightly new flavors of soda every few months, and finding novel markets to "sell" it in (read: competencies in product innovation and mass marketing) is probably good enough.

Short-term 15

Short-term Guidelines Mass Marketing Telecommunications 15

In the CEO Afterlife

FEBRUARY 13, 2017

In the meantime, perennial innovators the likes of Apple, FedEx and Amazon extended their leadership over old-guard competitors. Your job,” I said, “is to choose an organization with a buoyant culture and a leadership team that’s not afraid of change. Innovation and entrepreneurship made a comeback, albeit in measured bites.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100

Harvard Business Review

FEBRUARY 7, 2018

But if your category is declining or about to decline, your moat, your leadership in cost, and your execution will all look silly at best and could be a big write-down at worst. But you likely need to trade out your mass-marketing business model for a niche, premium, and specialty model and scale strategies for a superconsumer strategy.

Strategy 11

Strategy Mass Marketing Business Model Brand 11

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