Marketing designs the promotional campaign. A sales model that pays salespeople almost entirely on commission and gives them exclusive "ownership" of customers often works for a while for products in unsaturated markets. With seemingly unbounded opportunity, salespeople work hard to build relationships and create a book of business that drives their future financial success and creates fast market penetration for the company. MORE

Zambia's government, too, is finding that women are a lever to growth, prosperity, market penetration, reputation and sustainability. Getting invited to Zambia to speak on gender balancing the business world was a bit unexpected. But the experience was also humbling. Discovering that Mark Bennett, the head of Africonnect, the leading internet provider in Zambia, has 60% women in his staff would put many a German CEO to shame. MORE

They have a defined brand and a fairly clear picture of market penetration, differentiators, and existing products and services. It tells investors why you might succeed in this particular market or in creating a new one – and who could come nipping at your heels. It can also help you outflank savvy competitors and acquire more market share. You may get a fingertip sense of market penetration by checking out an opponent’s social media channels. MORE

Their market penetration has probably peaked , as younger consumers (among them many of my colleagues at HBR) increasingly opt for cheaper workarounds via their Internet connections. MORE

Through shrewd marketing efforts, failed competitors and helpful legislation (which requires its availability at public schools), Mylan has cornered the market on this allergy medication. MORE

Kenyan groups understand frugal engineering suitable for the local market and are carefully adapting mobile technologies with African flavors. Also, it is a cost-efficient path to enter new markets, especially for embedded systems and educational computer aided design firms. Using students to create new markets is not new. Three MIT students pitched an idea : travel to India and help local students apply technical knowledge to local problems. MORE

During these meetings, team leaders get real-time input from multiple stakeholders (marketing, product development, supply chain, finance) and then make immediate decisions about how to reduce costs and increase market penetration. Working across organizational boundaries was a new way of thinking 25 years ago —one that was largely championed by Jack Welch, then CEO of GE. MORE

A “ new model for how winter sports are done” that “feeds an audience hunger for life-treating daredevilry” and drives “ high market penetration and. The disruptive innovator first targets a market segment that embraces those tradeoffs and builds a business model around simplicity and affordability. Next, can the disruptive idea improve to move into broader market segments? That is, the attacker is motivated to serve markets that are uninteresting to the market leader. MORE

Then you enter hypergrowth, which typically happens somewhere between 10-15% of market penetration. With Facebook for example, assuming an estimated market opportunity of one billion, it took roughly 4 years to reach penetration of 10%. MORE

Classic metrics like market penetration and market share, which many leaders are measured on, are the very things causing us to miss market opportunities and threats. Here are some of the areas I see as most ripe for change: Market share is one of the most widely used, and wildly misused, business metrics. In May Forbes tried to dampen the Tesla enthusiasm with the fact that Renault-Nissan was the global electric vehicle market leader in Q1 of 2017, with 1.5X MORE

When I have a good idea, a solution to a problem, or a product/service I know will increase market penetration, I am eager to communicate it to the other person or group. MORE

It has to develop domestic consumer markets and orient its production towards them. approach to managing innovation are quicker market penetration of new products, broad brand recognition in new markets, and attention to customer feedback which can be used to improve future generations of products. The downside is that new products can be late to market, and truly disruptive innovations few. MORE

For years Apple’s market penetration hung in the single digits. Google Android quickly lost market share to the new versions. But by early 2015 they stopped accepting new submissions to their open market and discontinued their API support for external developers. MORE

In the words of its executive vice-president and chief merchandising and marketing officer, “This is really the year of localization.”. To protect their advantage, forward-thinking national chains are combining their brand recognition and market penetration with a local approach. Local store marketing has always played an important role in retail promotion, but in the new indie-inspired model, it becomes the lead strategy. Marketing Operations Retail MORE

This gap between insurers and customers can be widened into a gulf by trust brokers, who dominate the top-heavy insurance brokerage market and benefit from its opacity and byzantine operating standards. This low market penetration has as much to do with customer misperceptions of the likelihood of catastrophic events as it does with the prohibitively high costs and inefficient delivery models in the insurance industry. MORE

poverty really looks like; the differences in market penetration for various types of technology (not just refrigerators); the carbon footprint aspects of the technologies we use; and new ways to think about food purchasing and preparation. MORE