Harvard Business Review

OCTOBER 2, 2014

Meyer writes: So far, Apple has been a company focused on the mainstream, on the mass consumer, in an era where the most reliable profits could be found in the luxury market. To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. But is that really right?

Mass Marketing 10

Mass Marketing Marketing Brand Meyer 10

Harvard Business Review

MAY 24, 2016

The odds are stacked against new products or services. We have diagnosed thousands of product failures over the last 30 years, and have found recurring patterns. Often new products are over-engineered with too many features, usually at too high a price. The problem with wildly successful products. How could they not have?

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

DECEMBER 2, 2010

Today, Seth Godin examines the challenge of marketing to the world's poor. When someone in poverty buys a device that improves productivity, the device pays for itself (if it didn't, they wouldn't buy it.) That's enough to participate in other productivity or life-enhancing investments, like a well, or a roof, or health care.

Marketing 14

Marketing Mass Marketing Early Adopters Venture Capitalist 14

Harvard Business Review

FEBRUARY 29, 2012

These two key functions — Marketing and Service — are regularly discussed as shaped by social era dynamics. It will help us decide what we make, how much we make, and how we finance that production. Let's think about the way that changes our modes of production. Size once gave organizations purchasing power.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

JUNE 22, 2016

Mintel’s 2015 American Lifestyles report projects that vacations, dining out, and other experiential categories will drive the growth in total consumer spending. Customers no longer want anything that is mass-marketed. Personalization is expected.

Retail 8

Retail Discount Reis Supply Chain 8

Harvard Business Review

APRIL 29, 2016

Reaching these lofty projections over the next four years, however, will require a fundamental reorientation in the way that technologists and product designers work together to create successful “connected” personal devices and home appliance products. Product design considerations in the IoT 1.0

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

MAY 3, 2011

Kickstarter is a platform that allows people with projects that need funding to get it from crowds. They have an idea for a vocal "warm-up" program and intend to develop and market computer programs and videos to effectively coach aspiring performers. They did, and the project was funded.

Retail 13

Retail Discount Mass Marketing Download 13