Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. So marketers have something to learn from non marketers. The creators and producers, Steve Frank, Chris Henze, and Kelly Kulchak, struck on an ingenious way to solve the "many markets" problem. One size no longer fits all.

Marketing 13

Marketing Strategy Mass Marketing Audience 13

CO2

JANUARY 2, 2011

Strategy : In this chapter they look at the business model environment: context, design drivers, and constraints. These are: Customer Segments – An organization serves one or several customer segments. It seems that they are adapting their work from Micheal Porters 5 forces. This final chapter puts it all together.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

SEPTEMBER 26, 2014

Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Certain local markets have the right ingredients to ripen demand. What makes them unique?

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

MAY 8, 2019

Youngme, Felix, and Mihir talk about the Beyond Meat IPO and whether plant-based meat alternatives like Beyond Burger and Impossible Burger will become mass-market products. They then discuss Facebook’s announcement that it is pivoting to put greater emphasis on user privacy.

IPO 11

IPO Mass Marketing Marketing Productivity 11

Harvard Business Review

JULY 25, 2016

It outlined Tesla’s automotive strategy and it has been pretty much followed to the letter. 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. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 10

Creativity Mass Marketing Productivity Products 10

Harvard Business Review

MAY 25, 2018

Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches. Traditionally, marketing’s most important task was to broadcast the company’s brands to consumers.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

DECEMBER 3, 2010

The core issue: did Microsoft over-stretch in its effort to transform the gaming market? Microsoft hopes the $150 device one-ups Nintendo, which created a new market of gamers with its simple-to-use Wii system and console. Perhaps Microsoft could have explored a different commercialization strategy.

Mass Marketing 14

Mass Marketing Technology Video Long-term 14

Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Therefore, they focused on winning market share by adapting global offerings to meet local needs.

Glocalization 10

Glocalization Mass Marketing P&L Globalization 10

Harvard Business Review

MAY 26, 2014

Businesses sometimes need to invest in new opportunities that do not fit the current business or current strategy well. Should the new activity have a separate stock market listing or separate funding? But synergy can also come from cross-selling, coordinated strategy, or many other sources. It appointed a gatekeeper.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

APRIL 12, 2013

He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. Economy Strategy' The former Apple executive was too Silicon Valley for the Plano, Texas, retailer.

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

APRIL 15, 2014

By now, the idea that organizations must adapt in order to maintain both relevance and market share in a rapidly changing world is so ingrained that it’s been reduced to pithy sayings. If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

JANUARY 13, 2015

Any strategy lives or dies on the basis of its customer value proposition. Nearly all competitive markets confront firms with this choice. In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Strategy Sales' But the key issue is always: what is the center-of-gravity in our approach?

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 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 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

JUNE 6, 2016

. “But some of these photos were so far from that wavelength, it’s really helping us kind of realign with the mass market.” Both business strategies and academic theories are built – and made stronger – by our ability to recognize things that we cannot yet explain.

Productivity 8

Productivity Products Mass Marketing Franchising 8

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. But in doing so, Henry Ford froze the design of the Model T. Used car trade-ins. Closed car models. Annual model changes. It was clear what people wanted, and it wasn't faster horses.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

MARCH 12, 2018

Developing what we call an “M&A strategy for talent” is one way to overcome this. Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

AUGUST 2, 2016

In a group photograph, 30 CEOs with a combined market capitalization of $2.5 It is true that Kalanick consistently called China the most important market for Uber. Uber truly wanted to succeed in its fastest-growing market, one where taxi drivers outnumber their U.S. trillion smiled for the camera alongside the Chinese leader.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

MARCH 1, 2013

There are a ton of dating apps on the market, but they all fail to please a pretty important demographic: women. Well, it looks like a change in strategy may be in order. This begs two questions: why are the most popular American brews so light in alcohol content, and why do they dominate the market?

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

Harvard Business Review

JUNE 22, 2016

As a result, big box retail must shift its strategy — from competing on access and selection to staging big experiences and providing big discounts. Customers no longer want anything that is mass-marketed.

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

MAY 31, 2011

In my 1997 HBR article, Beyond Greening: Strategies for a Sustainable World , I made the case for sustainability as a key driver of business growth. companies produce the batteries required for price-competitive electric vehicles that can truly shift the market? companies still don't get it. BYD of China can.

Incubator 13

Incubator Business Model Mass Marketing Globalization 13

Harvard Business Review

DECEMBER 30, 2016

Most established businesses, however, privilege products over processes in their platform strategies. For most organizations, identifying which processes deserve or need to become platforms – hiring, training, fundraising, marketing, innovation, software development – becomes strategically paramount.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

Harvard Business Review

MAY 24, 2016

Some products are truly innovative but stay walled up too long in R&D and then are released to market when they are no longer unique. Playmobil priced its play set far too low, which allowed customers to make money from it in the resale market. The luxury SUV that set a record for pre-sales.

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

NOVEMBER 17, 2015

Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S. Volkswagen will have to abandon its strategy of world domination and the hubristic “Das Auto” branding approach we see in the ads.

CFO 8

CFO Crisis Mass Marketing IPO 8

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. Might we expose our strategy to competitors? Might we tarnish our brand?

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MARCH 30, 2016

When the Microsoft Surface first appeared, many critics panned it as a clumsy move into hardware — a device that was stuck in the middle, a half-step behind the hot market for tablets and only a half-step beyond the dying market for PCs.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

OCTOBER 22, 2014

“It’s a marketing ploy to get fledgling networks established.” And while the networks reach all those households, they don’t have to market to all of them. “[Cable networks] don’t want to deal with the mass market,” Hazlett says. ” Competition Customers Strategy'

Hedge 8

Hedge Licensing Mass Marketing Price 8

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 14

Customer Intimacy How To Mass Marketing System 14

Harvard Business Review

APRIL 25, 2013

It turns tiny and obscure into strategies. As we know, stories are fast becoming the new coin of the marketing realm. Marketing thinkers now urge us to establish a symmetry between producer and consumer. As HBS marketing professor Bob Dolan has written [ PDF ], "Marketing strategy can take very little for granted.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

OCTOBER 19, 2017

This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. On-demand is one, as is the “born global” approach of Netflix. While it might be inconceivable for an old-style network to green-light a series that appeals to 0.5%

Mass Marketing 8

Mass Marketing Content Price Industry 8

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. The best strategy, the researchers say, is for leaders to adapt their approach to the specifics of the project.

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

APRIL 13, 2015

Warren Buffett has earned his nickname because he’s proven time and again that he has an eye for predicting how markets will change and which companies will succeed in the aftermath. When markets or technologies change, it often requires entire segments of the value network to be reimagined. What’s changed?

Software 8

Software Trends Mass Marketing Marketing 8

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.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

FEBRUARY 14, 2012

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. Fifteen years ago, The Cluetrain Manifesto taught us that markets are conversations and that was a great starting point. Mass markets were a convenient fiction created by mass media.

Banking 15

Banking Business Model Supply Chain Mass Marketing 15

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.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

MAY 3, 2011

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. A typical example is one like this one from two singers, Kim Stern and Deidre Goodwin.

Retail 12

Retail Discount Mass Marketing Download 12