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

AUGUST 2, 2016

In a group photograph, 30 CEOs with a combined market capitalization of $2.5 On Monday Uber said that it is selling its operation in China to a rival Chinese ride-sharing company whose CEO was in that foreshadowing photo. It is true that Kalanick consistently called China the most important market for Uber. counterparts tenfold.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. When no one funds you, you know there's no market for your idea.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

DECEMBER 30, 2016

Traditional operations research process optimization, for example, seldom embraces A/B testing or incorporates customer recommendation engines. Similarly, organizations that manage marketing more as a platform than a process identify, segment, and service their customers dramatically differently than those that don’t.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

Harvard Business Review

JULY 25, 2016

The second installment moves Tesla beyond the traditional car market, with a plan to reconfigure our cities, energy systems, and our impact on the environment. Tesla’s initial strategy began like a start-up: to build a minimum viable product to test the market. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

JANUARY 13, 2015

Nearly all competitive markets confront firms with this choice. 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.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

FEBRUARY 14, 2012

Facebook, KickStarter, Kiva, Twitter, and other companies thriving in the social era are operating by the rules of the Social Era. It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. Mass markets were a convenient fiction created by mass media.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

APRIL 23, 2013

There is another reason, too, that the drone market is set to take off. In February, as part of an FAA spending bill, Congress ordered the agency to develop rules by 2015 that would allow military, commercial, and privately-owned drones to operate in U.S. He asked the operators to relocate their activities, and they did.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. Increasingly, deshoppers are operating in packs when returning goods, suggesting that the activity is becoming organized.

Retail 13

Retail Mass Marketing Customer Loyalty Discount 13

Harvard Business Review

MAY 26, 2014

Should the new activity have a separate stock market listing or separate funding? Shell’s preference for a strategy of vertical integration proved a disaster in aluminium, and BAT’s belief in market share was as damaging when the company entered financial services. How Samsung Gets Innovations to Market. An HBR Insight Center.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

APRIL 29, 2016

applications pushed technology to address B2B market requirements. Their developers focus on meeting operational and environmental requirements, caring little about the physical appearance or user experience of a dashboard- or engine-compartment-mounted device that monitors vehicle data. Overwhelmingly, those IoT 1.0

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

APRIL 25, 2011

Successful companies between $5 million and $50 million in revenues can't get the capital they need to expand their operations and hire more people in city neighborhoods where the best social program is a job. Large corporations know more about opportunities in Chinese markets than they do about opportunities in US cities.

Real Estate 14

Real Estate Mass Marketing Banking Asset Management 14

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. By 1955, IBM's revenues were $564 million and it led the world market in making computers. Here are several lessons worth sharing.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

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. Brand-Building and Customer Connection. ” The Challenges.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

NOVEMBER 4, 2011

Problem is: their professional setup costs $30,000 to assemble and a remote operator on a keyboard to run. Seeing a potential revenue stream to fund more research robot development, the team set up a company, BeatBots , to make a very pared-down version with the same look and feel available to the consumer market. The list goes on.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

APRIL 15, 2014

Designers and entrepreneurs have been experimenting with live prototyping — putting unfinished product ideas in the context of real markets and real customer situations — for years, and now bigger businesses have begun to catch on. Is quality essential in your market, or simply a nice-to-have. Might we tarnish our brand?

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

SEPTEMBER 14, 2011

Dr Reddy's plan is to leverage Chirotech's scientific capabilities to optimize drug development processes, thus lowering manufacturing costs and speeding time-to-market. In recent years, Indian firms such as Dr Reddy's have also started globalizing their R&D footprint by moving into Western markets. and the U.K.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

NOVEMBER 17, 2015

operations in favor of financial performance. Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S. Hayward’s leadership had contributed to BP underplaying safety its U.S.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

JUNE 15, 2017

General Motors, once the world’s largest car maker, has decided to stop selling vehicles in India by the end of 2017, since it considers its India operation to be not profitable. 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.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

MARCH 16, 2016

He expects to operate it, perhaps daily, yet the chances are he possesses little or no mechanical knowledge. The required changes may surprise you and raise questions about effective selling in your market. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

Price 8

Price Automotive Mass Marketing Industry 8

In the CEO Afterlife

FEBRUARY 13, 2017

Corporate giants dominated markets and gobbled up competitors; along the way they failed to cope with rapid change. The change-makers are small- to medium-size enterprises that either lead niche categories or are hell-bent on knocking the big guy from the top rung of a mass market. Does it inspire? If it doesn’t, move on.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100

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