Harvard Business Review

AUGUST 9, 2018

While most for-profit companies start with product and then subsequently segment customers based on profit potential (higher lifetime value and lower acquisition costs), the most successful nonprofits commit first to reaching an underserved population, which often includes higher acquisition costs and lower lifetime value.

Strategy 11

Strategy Market Segmentation Crisis Entrepreneur 11

Harvard Business Review

JUNE 28, 2013

But here it is midyear and the signals are decidedly more positive. Position yourself in market segments that will grow. The recession eliminated some market segments and redefined others. This is the time to revisit the market spaces you occupy and position yourself to ride the uptick.

Budgeting 8

Budgeting Market Segmentation Venture Capitalist Real Estate 8

In the CEO Afterlife

FEBRUARY 4, 2013

This characteristic was at the core of his brand’s point of difference versus the market leaders, Folgers and Maxwell House. The positioning worked like a charm. Marketing 101 says, “Never try to be all things to all people,” but at Wall Street’s urging, zealous marketers keep trying to break that golden rule.

Market Segmentation 228

Market Segmentation Brand Marketing Reputation 228

Harvard Business Review

NOVEMBER 17, 2011

Executives set value propositions for their products — the target market segments, the benefits they provide, and their prices. He gets three or four calls a year asking him to consider a corporate CEO position. They call about positions that connect to Steve's PVP. Tie your strengths to your target position.

Market Segmentation 15

Market Segmentation Ethics Career Operations 15

Harvard Business Review

APRIL 4, 2017

Natura , a Brazilian cosmetics firm, produced a mother-baby product line that undercut Johnson & Johnson’s leading position in the baby market by linking Natura’s products with the Shantala method, a popular technique in Brazil for strengthening the bond between mother and infant through massage.

Innovation 10

Innovation Market Segmentation GDP Competitive Advantage 10

Harvard Business Review

NOVEMBER 4, 2013

Sales says, “Marketers are locked in the ivory tower. But the tension created by diverse viewpoints also has a positive side. Marketing tasks. Market research, competitive analysis, market segmentation, brand positioning, packaging, and dozens of other market-focused undertakings are usually the responsibility of Marketing.

Marketing 11

Marketing Market Segmentation Short-term Merchandising 11

Harvard Business Review

FEBRUARY 8, 2016

Businesses that machine-reengineer their processes focus on one core process at a time, and thus they can quantify positive outcomes. But after machine-reengineering this process, the firm has access to up-to-date buyer behavior that lets them predict market segments with the biggest potential for growth.

Process 8

Process Company Market Segmentation Early Adopters 8

Harvard Business Review

JULY 9, 2014

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. How would you identify these two segments and market to them differently?

Market Segmentation 8

Market Segmentation Marketing Insurance Price 8

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand.

Innovation 15

Innovation Advertising Market Segmentation Brand 15

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Cost reductions versus lowest costs: lowering cost doesn’t necessarily mean your cost is lower than competitors and, in any market, there is only one lowest cost competitor. Never confuse these different cost positions.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

MARCH 17, 2016

It takes a special kind of company, from the CEO on down, to make a low-price position sustainable and profitable. First, we should not confuse a fundamentally low-price position with the decision to wage a price war. A healthy low-price position has a long-term orientation built on consistency and sustainability, not quick results.

Price 8

Price Airlines Govindarajan Advertising 8

Harvard Business Review

JULY 29, 2013

We spoke with Mike Moorman, a senior leader in ZS Associates'' B2B sales and marketing practice and a leading authority on sales management, about how inside sales (which refers to sales positions done remotely from headquarters, without face-to-face meetings with clients) is transforming the way that B2B companies interact with their customers.

B2B 8

B2B Power Market Segmentation Customer Intimacy 8

Harvard Business Review

FEBRUARY 26, 2014

The Hispanic market will represent $1.5 Business leaders who are contemplating how to reach such an enormous market segment, especially through their digital presence, often ask me the same question: “Do we really need Spanish, or can we get by with just English?”. trillion in purchasing power by 2015 and 30% of the U.S.

Marketing 8

Marketing Market Segmentation Content Customer Loyalty 8

Harvard Business Review

SEPTEMBER 6, 2017

In this world, insurance companies will require fewer actuaries and more data scientists — individuals with the ability to mine data to tailor insurance offers to specific market segments or even individuals.

Company 12

Company Insurance Engineering Software 12

Harvard Business Review

MAY 24, 2012

Recently, many have promoted the role of social impact investment funds whose strategies don't just avoid negative impact, but explicitly aim to create positive social impact. A recent Monitor Institute report estimates that the size of the global impact investing market will be at least $500 billion in the next decade.

Entrepreneur 14

Entrepreneur Microfinance Market Segmentation Incubator 14

Harvard Business Review

JULY 25, 2012

The result was a 15% increase in new revenue, and a leadership position in a new market segment. These employees are willing to use deep experience in a particular sector to discern and shape opportunities within their social networks and regional markets.

Productivity 14

Productivity Products Market Segmentation Sample 14

Harvard Business Review

JUNE 26, 2012

Templates needed to be completed, customer and competitor profiling refreshed, current performance figures confirmed, markets segmented, etc. When we finally met 3 weeks later, I learned that the teams were preparing for budget plan meetings — a corporate requirement that results in budget approval for the following year.

Innovation 12

Innovation Budgeting Market Segmentation Bottom-up 12

Harvard Business Review

APRIL 9, 2018

It was the initial encroachment from the low-end of the market that made Netflix disruptive. A focus on a larger market segment initially might have induced a fighting response by Blockbuster. Many examples highlight how radical innovation may help incumbents to insure against disruption.

Disruptive Innovation 11

Disruptive Innovation Innovation Business Model Human Capital 11

Harvard Business Review

SEPTEMBER 21, 2011

Four main factors go into developing and positioning an app strategy: Brand. Companies can take one of several positions on branding. Many companies forget to align customer service with the brand proposition for the targeted market segment.

Brand 11

Brand B2C Market Segmentation Travel 11

Harvard Business Review

OCTOBER 24, 2016

For example, in the past, we lost track of customers we had engaged with in certain campaigns, and we had little evidence of whether they had a positive or negative response. “A lot of marketers have access to web analytics and behavioral data,” Matthew Fulk, one of my marketing directors, told me.

Marketing 8

Marketing Metrics Market Segmentation Conference 8

Harvard Business Review

APRIL 29, 2011

We were both losing in the lucrative high-end market segment. We finally decided set up a strategic partnership with a joint product to capture this elusive segment of the market. Also, make sure there is no misalignment of priorities between your organizations, which can negate all the positives.

Travel 15

Travel Chief Executive Officer Venture Funding Magazine 15

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

NOVEMBER 26, 2013

When low-adaptive sellers fail to use customer-supplied information to more strongly position a product to meet the customer’s needs, the customer gets a negative impression of the company’s products. They fail to respond to the intelligence gleaned from the customer, either because they don’t care enough to use it or they’re unable to.

Competitive Intelligence 8

Competitive Intelligence Discount Market Segmentation Tactics 8

Harvard Business Review

MARCH 22, 2017

However, over the past few years, they’ve focused on digital content to engage kids around positive life experiences and giving back. Marketers are adopting the business practices of entrepreneurs such as lean startup and agile development. They realized they had to think beyond marketing as promoting an existing product.

Creativity 13

Creativity Marketing Agility Budgeting 13

N2Growth Blog

APRIL 21, 2011

The right talent acquisition can have a rather substantial and immediate impact on things like revenue, culture, positioning, brand, etc. While this is not a market that everyone should dive into, there is substantial opportunity for exceptional returns for the right buyer. .

Real Estate 310

Real Estate Company Brand Operations 310

Harvard Business Review

JANUARY 27, 2015

It took less than a minute for him to fire us from the account, very matter-of-factly, with little attempt to acknowledge the eight-year relationship that had seemed (we thought, obviously, in error) to be very positive. We have a solid presence in our market segment. But I don’t think so.

How To 8

How To Market Segmentation Bottom-up Marketing 8

Harvard Business Review

SEPTEMBER 19, 2012

He developed a plan to reach a growing market segment, which he billed to his colleagues as "obviously compelling" and the only way to save the company from a "dying past." Think about how you can positively engage your listener and get them to seek out (or even just listen to) your opinion.

Market Segmentation 8

Market Segmentation Film Policies Education 8

Six Disciplines

JULY 14, 2011

In this discipline, we help you to systematically review and renew your mission, values, market segments, competitive position, strategic position, vision, and agreeing what to stop doing. Discipline II - Set Goals That Lead.

SWOT 103

SWOT Market Segmentation Benchmarking ROI 103

Harvard Business Review

APRIL 22, 2011

Google's founders knew before they launched that they were entering a highly competitive market segment. As soon as Larry Page does this, he is putting himself in a position as "Chief of Answers," a term I used in my first book to describe leaders who work on being the smartest guy in the room. It's old school.

Micromanagement 15

Micromanagement Open-book Parcell Innovation 15

Harvard Business Review

MAY 7, 2015

By comparing the costs to the hospital of dealing with the negative outcomes to the positive benefits of using the drug, Medicines Co can decide which type of patient to target (it turns out that Angiomax has a very high EVC for high-risk patients) and a lower EVC for low-risk ones) and how to price the drug to the hospitals.

Price 8

Price Venture Capitalist Incentives Cost 8

Harvard Business Review

MAY 28, 2015

The good news: By engaging this market segment and rebuilding trust, health care companies can have a first-mover advantage. Next, health care companies can see an instant benefit from both putting women in positions of leadership and encouraging them to use their personal experiences and perspectives to shape their approach.

Health Care 8

Health Care Industry First-mover Advantage Market Segmentation 8

Harvard Business Review

DECEMBER 4, 2017

For a field sales position, for example, Splunk specified skills that managers could look for and discuss in the applicant’s work history during interviews—e.g., forecast accuracy, messages to relevant market segments, and other categories. Behavioral elements refer to the on-the-job choices that people make.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

DECEMBER 4, 2017

For a field sales position, for example, Splunk specified skills that managers could look for and discuss in the applicant’s work history during interviews—e.g., forecast accuracy, messages to relevant market segments, and other categories. Behavioral elements refer to the on-the-job choices that people make.

Long-term 8

Long-term Short-term Team Succession 8

Harvard Business Review

OCTOBER 19, 2012

When Scott Bayman left his position running General Electric's India business after 14 years, his Indian successor lasted a much shorter time and was eventually replaced by another American. To summarize: Success in India comes through market segmentation. And rightly so. Forget what you learned in China.

Marketing 15

Marketing Market Segmentation Retail Travel 15

Harvard Business Review

SEPTEMBER 28, 2012

From Chick-fil-A to Apple , more and more major companies are taking policy positions on gay marriage. Arguably, there's a business case for supporting it. Google , Starbucks , Nike , General Mills , and other big brands have all opened themselves up to both the potential risk and opportunity of supporting LGBT equality.

Advertising 17

Advertising Market Segmentation Diversity Chemicals 17

Harvard Business Review

SEPTEMBER 7, 2018

The broadband market was experiencing a classic “prisoner’s dilemma,” where neither cable nor DSL providers felt a competitive threat from the other requiring substantial new investment, trusting in relative peace within their own market segment. Cities saw revitalized industries and positive press coverage.

Succession 8

Succession Construction Short-term Long-term 8

Harvard Business Review

JUNE 24, 2015

Each environment corresponds to a distinct archetypal approach to strategy, or color in the strategy palette, as follows: predictable classical environments lend themselves to strategies of position, which are based on advantage achieved through scale or differentiation or capabilities and are achieved through comprehensive analysis and planning.

Strategy 8

Strategy Competitive Advantage Environment Execution 8