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. MORE
Meanwhile, Dr. Piech was obsessed with achieving dominant global market share, which included a larger presence in the U.S. MORE
Customers no longer want anything that is mass-marketed. Unlike mass merchants which provide basic goods at everyday low prices, these big box players leverage the novelty of their constantly changing products and discounts. MORE
Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. Focusing on the competencies of today is exactly what causes companies to get stuck in the markets they serve and the products they deliver now, with little eye for the shifts and innovation they will need for tomorrow. Self-made billionaires think differently than most of us do. MORE
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. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do. Imagine that you wanted a new home theater system. MORE
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. The Apple Watch was advertised as the first mass-market wearable. Marketing Global strategy Digital Article MORE
applications pushed technology to address B2B market requirements. Increasingly, the pull of user experience will drive market demand, and product design will be critical to getting consumers to adopt offerings in this new IoT 2.0 MORE
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. MORE
From the start, the mass-market acceptance of battery-powered cars has faced four great obstacles: The limited range of the batteries; The time it takes to charge the battery packs; The need to emplace a sufficient number of battery stations; The requirement for owners to replace the battery pack, at huge cost, after several years of use and corresponding degradation. These days, Tesla is the darling of the automotive world. MORE
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. The recent failures of mass market retailers Sears and J.C. The diluted management focus, coupled with the car’s poor sales, hurt the brand and allowed competitors — especially luxury imports — to gain market share. Evolve or die. If it ain’t broke, break it. MORE
Platform models bring a shift in emphasis—from meeting specific customer needs to encouraging mass-market adoption in order to maximize the number of interactions, or from product-related sources of competitive advantage (such as product differentiation) to network-related sources of competitive advantage (the network effects of connecting many users and third parties).” Process optimization can transform user experience. MORE
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). Since resale value ranks high for mass market buyers, this has all the makings of a deal breaker. A small number, but these are also small markets. MORE
This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. Warning labels are everywhere. They alert us to the risks of eating unhealthy foods, smoking cigarettes, taking prescription drugs, driving cars, using power tools, and performing many other activities. MORE
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. Many executives, eager to avoid over-investing in the wrong ideas, are intrigued by this approach, but they’re leery of putting unpolished products and services out in the market. Is quality essential in your market, or simply a nice-to-have. MORE
RSS Feed Schedule a Call Free E-Book Assessment Test Coffee Schedule Coaching Lunch About Us CO2 Story Our Approach Our Successes Our Executive Coaches Gary B. MORE
Since Apple entered the mobile phone market, RIM's financial situation has deteriorated and its market capitalization has plummeted by almost 95 percent since its mid-2008 peak of more than $100 billion. RIM's offering is well suited to the realities of these markets. MORE
Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Having local autonomy is key to succeeding in India, since its market structure is fundamentally different from the West’s and therefore demands extreme customization. MORE
Bob's blog entries The Experience Economy Harvard Business Review blog HBR email alerts Beyond Mass Customization B. Multiple Markets Within Stan Davis Future Perfect progression from mass markets through segments and niches to mass-customized markets recognize that every customer is multiple markets customers want different offerings at different times under different circumstances "the new frontier in business competition" What can you build with LEGO bricks? MORE
As another calendar year drew to a close, while our cable TV company was buoyed by better sales numbers as a result of new service activations and stepped up marketing, we were still struggling to reverse a downward overall trend. MORE
In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. This is why David Beckham and Lady Gaga are much more successful than their more talented competitors — they understood that being a marketing phenomenon is more important than displaying outstanding soccer skills or musical talent, and focused more on self-branding than their counterparts did. MORE
There is another reason, too, that the drone market is set to take off. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." If you had a fleet of drones to call your own, what would you do with them? MORE
He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on. jennifer maravillas FOR HBR. “Oh no!” MORE
It is inclusive, an "art fair for the masses". Never before had live productions been instantly accessible to mass audiences beyond the confines of the theatre and at price point of a movie ticket. MORE
“But some of these photos were so far from that wavelength, it’s really helping us kind of realign with the mass market.” Customers Innovation Market research Digital ArticleIn what world is a Snickers bar competing with a kale salad? MORE
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. MORE
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. MORE
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. As Gibb puts it, “Until recently, marketing would focus mainly on product and brand image. MORE
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 Deere & Company developed a small tractor, the 35-horsepower Krish, built and priced specifically for the India market, competing head on with the Indian market leader, Mahindra & Mahindra. They take a "market-back" perspective. MORE
Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. While much of Godin's thinking has come to bear true in our social media-induced world, this TED Talk will get you thinking differently about where you spend your marketing dollars. It's happening right now. Thousands of very lucky individuals are seated in the Long Beach Performing Arts Center are at TED 2013. MORE
Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience. If a company wants to generate the most revenue from its resources, it should put its most experienced leaders in charge of those resources. MORE
These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Sometimes it’s not immediately obvious why some geographic markets are such big consumers of a particular product. For instance, the best markets for top-sliced bread (think hot dog buns) tend to have had three to four times the profit dollars versus the average local market. Certain local markets have the right ingredients to ripen demand. MORE
For too long, “Africa” has been considered a homogenous mass rather than a multicultural continent of diverse citizens. This shift will play out most obviously in marketing communications and advertising. The New Marketing Organization. Global business Marketing MORE
Corporate giants dominated markets and gobbled up competitors; along the way they failed to cope with rapid change. The brain viewed the masses below it as the muscle. (This post first appeared on the Ryerson University Alumni Blog) . MORE
But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. When the Cayenne came to market in 2003, it was an instant hit. MORE
Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. He adapted the moving assembly line process for the manufacture of automobiles, which allowed him to manufacture, market and sell the Model T at a significantly lower price than his competition, enabling the creation of a new and rapidly growing market. MORE
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. MORE
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. There''s one big reason JCP would never be "Bloomingdale''s for the mass market," as Johnson wanted it to be, and that''s because the mass market is gone. MORE
Rather than starting with their own portfolio needs and barreling ahead—a supply-driven strategy that companies rarely seem to escape—successful companies start with the consumer’s mindset and use that lens to identify market gaps. For example, Breyers, the ice cream brand, recognized that the gelato market was booming, but that super-premium gelatos were selling for 2.5 MORE
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. What type of tools do marketers need when a machine can pick the perfect audience to target? MORE
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. jennifer maravillas FOR HBR. Alfred P. MORE
In most boardrooms, the first and last question asked is: will "the markets," financial and "consumer," like your latest shiny trinket slightly better than the next guy's? Of course, that's a perfect recipe for mediocrity: to have barely satisfied weary, oppressed, jaded "consumers" already trained to demand the bare McMinimum is to have furiously smashed the glass ceiling of the lowest common mass-market denominator — and little more. MORE
Nearly all competitive markets confront firms with this choice. In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Any strategy lives or dies on the basis of its customer value proposition. MORE
Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt. The power of chain stores and chain restaurants lies in their familiarity. MORE
Mass Marketing Related Topics 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.
Harvard Business Review
OCTOBER 19, 2016
Rather than starting with their own portfolio needs and barreling ahead—a supply-driven strategy that companies rarely seem to escape—successful companies start with the consumer’s mindset and use that lens to identify market gaps. For example, Breyers, the ice cream brand, recognized that the gelato market was booming, but that super-premium gelatos were selling for 2.5
First Friday Book Synopsis
JUNE 3, 2011
Bob's blog entries The Experience Economy Harvard Business Review blog HBR email alerts Beyond Mass Customization B. Multiple Markets Within Stan Davis Future Perfect progression from mass markets through segments and niches to mass-customized markets recognize that every customer is multiple markets customers want different offerings at different times under different circumstances "the new frontier in business competition" What can you build with LEGO bricks?
Harvard Business Review
NOVEMBER 9, 2012
It is inclusive, an "art fair for the masses". Never before had live productions been instantly accessible to mass audiences beyond the confines of the theatre and at price point of a movie ticket.
Leading Blog
MARCH 3, 2015
Imagine what Atari might have achieved if Steve Jobs had stayed there to develop the first mass market personal computer. Focusing on the competencies of today is exactly what causes companies to get stuck in the markets they serve and the products they deliver now, with little eye for the shifts and innovation they will need for tomorrow. Self-made billionaires think differently than most of us do.
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.
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. If a company wants to generate the most revenue from its resources, it should put its most experienced leaders in charge of those resources.
Harvard Business Review
APRIL 29, 2016
applications pushed technology to address B2B market requirements. Increasingly, the pull of user experience will drive market demand, and product design will be critical to getting consumers to adopt offerings in this new IoT 2.0
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.
Harvard Business Review
JUNE 27, 2014
For too long, “Africa” has been considered a homogenous mass rather than a multicultural continent of diverse citizens. This shift will play out most obviously in marketing communications and advertising. The New Marketing Organization. Global business Marketing
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 brain viewed the masses below it as the muscle. (This post first appeared on the Ryerson University Alumni Blog) .
Harvard Business Review
JUNE 15, 2017
Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Having local autonomy is key to succeeding in India, since its market structure is fundamentally different from the West’s and therefore demands extreme customization.
CO2
JANUARY 2, 2011
RSS Feed Schedule a Call Free E-Book Assessment Test Coffee Schedule Coaching Lunch About Us CO2 Story Our Approach Our Successes Our Executive Coaches Gary B.
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. There''s one big reason JCP would never be "Bloomingdale''s for the mass market," as Johnson wanted it to be, and that''s because the mass market is gone.
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.
Harvard Business Review
JUNE 22, 2016
Customers no longer want anything that is mass-marketed. Unlike mass merchants which provide basic goods at everyday low prices, these big box players leverage the novelty of their constantly changing products and discounts.
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. As Gibb puts it, “Until recently, marketing would focus mainly on product and brand image.
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.” Customers Innovation Market research Digital ArticleIn what world is a Snickers bar competing with a kale salad?
Harvard Business Review
SEPTEMBER 16, 2015
From the start, the mass-market acceptance of battery-powered cars has faced four great obstacles: The limited range of the batteries; The time it takes to charge the battery packs; The need to emplace a sufficient number of battery stations; The requirement for owners to replace the battery pack, at huge cost, after several years of use and corresponding degradation. These days, Tesla is the darling of the automotive world.
Harvard Business Review
NOVEMBER 1, 2012
Since Apple entered the mobile phone market, RIM's financial situation has deteriorated and its market capitalization has plummeted by almost 95 percent since its mid-2008 peak of more than $100 billion. RIM's offering is well suited to the realities of these markets.
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. The recent failures of mass market retailers Sears and J.C. The diluted management focus, coupled with the car’s poor sales, hurt the brand and allowed competitors — especially luxury imports — to gain market share. Evolve or die. If it ain’t broke, break it.
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. What type of tools do marketers need when a machine can pick the perfect audience to target?
Harvard Business Review
JANUARY 25, 2016
He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on. jennifer maravillas FOR HBR. “Oh no!”
Harvard Business Review
APRIL 23, 2013
There is another reason, too, that the drone market is set to take off. Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." If you had a fleet of drones to call your own, what would you do with them?
Harvard Business Review
JANUARY 1, 2013
In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. This is why David Beckham and Lady Gaga are much more successful than their more talented competitors — they understood that being a marketing phenomenon is more important than displaying outstanding soccer skills or musical talent, and focused more on self-branding than their counterparts did.
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.
Harvard Business Review
DECEMBER 30, 2016
Platform models bring a shift in emphasis—from meeting specific customer needs to encouraging mass-market adoption in order to maximize the number of interactions, or from product-related sources of competitive advantage (such as product differentiation) to network-related sources of competitive advantage (the network effects of connecting many users and third parties).” Process optimization can transform user experience.
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. Any strategy lives or dies on the basis of its customer value proposition.
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. He adapted the moving assembly line process for the manufacture of automobiles, which allowed him to manufacture, market and sell the Model T at a significantly lower price than his competition, enabling the creation of a new and rapidly growing market.
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.
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 Deere & Company developed a small tractor, the 35-horsepower Krish, built and priced specifically for the India market, competing head on with the Indian market leader, Mahindra & Mahindra. They take a "market-back" perspective.
Harvard Business Review
FEBRUARY 27, 2013
Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. While much of Godin's thinking has come to bear true in our social media-induced world, this TED Talk will get you thinking differently about where you spend your marketing dollars. It's happening right now. Thousands of very lucky individuals are seated in the Long Beach Performing Arts Center are at TED 2013.
Harvard Business Review
MAY 9, 2016
But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. When the Cayenne came to market in 2003, it was an instant hit.
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). Since resale value ranks high for mass market buyers, this has all the makings of a deal breaker. A small number, but these are also small markets.
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. Many executives, eager to avoid over-investing in the wrong ideas, are intrigued by this approach, but they’re leery of putting unpolished products and services out in the market. Is quality essential in your market, or simply a nice-to-have.
Harvard Business Review
MARCH 16, 2016
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. jennifer maravillas FOR HBR. Alfred P.
Harvard Business Review
NOVEMBER 30, 2016
This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. Warning labels are everywhere. They alert us to the risks of eating unhealthy foods, smoking cigarettes, taking prescription drugs, driving cars, using power tools, and performing many other activities.
Harvard Business Review
DECEMBER 7, 2011
Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt. The power of chain stores and chain restaurants lies in their familiarity.
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. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do. Imagine that you wanted a new home theater system.
Harvard Business Review
JANUARY 30, 2012
In most boardrooms, the first and last question asked is: will "the markets," financial and "consumer," like your latest shiny trinket slightly better than the next guy's? Of course, that's a perfect recipe for mediocrity: to have barely satisfied weary, oppressed, jaded "consumers" already trained to demand the bare McMinimum is to have furiously smashed the glass ceiling of the lowest common mass-market denominator — and little more.
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