INDUSTRY INSIGHTS YOUR PEERS ARE READING
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. Nintendo's strategy substantially changed the video gaming market and created billions of dollars of profits for the company. MORE
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
Nespresso took off when it stopped targeting offices and started marketing itself to households. If Nestle had gone only by market research — usually innovation's first enemy — the concept would never have gotten off the ground. The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. That's why Brabeck brought in Yannick Lang, a 33-year-old marketer from Philip Morris. MORE
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. Multiple Markets Within. After all, what could possibly be next after recognizing that every customer is his own market? 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
The TV included many of the teens' suggestions, but didn't catch on in the mass market. Innovation Marketing Social mediaPicture this: a nutrition scientist does a study with one person, limiting him to a 1500 calorie diet and having him run for 15 minutes on a treadmill each day. The man loses three pounds in a month. Can we safely assume that this experiment, when repeated with others, will produce the exact same result? Of course not. 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
This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. CSA Images/Printstock Collection Vetta/Getty Images. Netflix hit the industry with some bombshell moves this month. First, it announced that it plans to spend $8 billion on original content next year (including on 80 new movies). This is far more than any other online player. Obviously, this is great news for its 100 million-odd customers worldwide. 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
In 2007, the company had a market cap of USD303 billion and manufactured four in ten of every mobile phone purchased. However, within five years the company lost 90% of its market share to Apple after the launch of the iPhone. The little-known fact is that Nokia had invested USD40 billion into creating a similar style iPhone device with color touchscreens, maps and shopping but the product never hit the shelves as management thought it would not have mass market appeal. MORE
Of the many contributions Jack Welch has made to business wisdom, one of his most famous was “Be #1 or #2 in every market.” General Mills actually grew from #2 to #1 in market share the last few years. ” The first problem is it encourages managers to focus most of their attention on market share and not enough on the category itself. Being number one in a declining market isn’t a great place to be. steven moore for hbr. MORE
And it’s not just low skilled, manual labor that’s at risk — “knowledge” work like operational analytics and marketing is also being taken over by sophisticated artificial intelligence algorithms. While it’s true that technology is taking over routine tasks from many workers, it is also reshaping many supply and demand trends that drive our global markets. How Technology Is Reshaping Markets. Russ Widstrand/Getty Images. 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
Freedom of contract, however, proved inconvenient when mass markets arose, and companies needed to do business the same way with millions of customers at once. I knew Aaron Swartz since before he could shave, and I regard his loss as one beyond reckoning. 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
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. To begin, even the most capable and sophisticated marketing organizations will need to fundamentally change their mission and shape. Traditionally, marketing’s most important task was to broadcast the company’s brands to consumers. MORE
Today, Seth Godin examines the challenge of marketing to the world's poor. Its success will depend on the ability to create a market for the idea. Acumen creates these markets using patient capital. So how can the $300 House be marketed effectively? 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
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
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
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. The longest line on a busy Saturday afternoon in a celebrated New York department store is at the returns desk: bad news in these troubling times when every dime counts. First in line is 18-year old Jayne, decked out in the latest Ugg boots and designer jeans. 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
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
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
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
The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. The brain also considered the masses below them, the muscle. Marketing. link] #branding #marketing #advertising #design Follow Me on Twitter. In the CEO Afterlife. 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
But since then he has written seven mass-market books, some aimed at general audiences and some targeting specific industries such as health care and education. This week marks the release of Clayton Christensen's highly-anticipated book, How Will You Measure Your Life (with co-authors James Allworth and Karen Dillon). The book expands on Christensen's McKinsey-award-winning HBR article , drawing life lessons from the models that form the basis of his business-oriented writing. 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.
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) .
Lead Change Blog
NOVEMBER 22, 2017
In 2007, the company had a market cap of USD303 billion and manufactured four in ten of every mobile phone purchased. However, within five years the company lost 90% of its market share to Apple after the launch of the iPhone. The little-known fact is that Nokia had invested USD40 billion into creating a similar style iPhone device with color touchscreens, maps and shopping but the product never hit the shelves as management thought it would not have mass market appeal.
Terry Starbucker
JULY 19, 2015
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.
In the CEO Afterlife
APRIL 4, 2011
The giants dominated markets and gobbled up competitors; they also failed to cope with rapid change. The brain also considered the masses below them, the muscle. Marketing. link] #branding #marketing #advertising #design Follow Me on Twitter. In the CEO Afterlife.
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. The Apple Watch was advertised as the first mass-market wearable. Marketing Global strategy Digital Article
Harvard Business Review
FEBRUARY 7, 2018
Of the many contributions Jack Welch has made to business wisdom, one of his most famous was “Be #1 or #2 in every market.” General Mills actually grew from #2 to #1 in market share the last few years. ” The first problem is it encourages managers to focus most of their attention on market share and not enough on the category itself. Being number one in a declining market isn’t a great place to be. steven moore for hbr.
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
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. To begin, even the most capable and sophisticated marketing organizations will need to fundamentally change their mission and shape. Traditionally, marketing’s most important task was to broadcast the company’s brands to consumers.
Harvard Business Review
AUGUST 21, 2018
And it’s not just low skilled, manual labor that’s at risk — “knowledge” work like operational analytics and marketing is also being taken over by sophisticated artificial intelligence algorithms. While it’s true that technology is taking over routine tasks from many workers, it is also reshaping many supply and demand trends that drive our global markets. How Technology Is Reshaping Markets. Russ Widstrand/Getty Images.
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
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
APRIL 22, 2011
Nespresso took off when it stopped targeting offices and started marketing itself to households. If Nestle had gone only by market research — usually innovation's first enemy — the concept would never have gotten off the ground. The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. That's why Brabeck brought in Yannick Lang, a 33-year-old marketer from Philip Morris.
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. Nintendo's strategy substantially changed the video gaming market and created billions of dollars of profits for the company.
Harvard Business Review
DECEMBER 2, 2010
Today, Seth Godin examines the challenge of marketing to the world's poor. Its success will depend on the ability to create a market for the idea. Acumen creates these markets using patient capital. So how can the $300 House be marketed effectively?
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
SEPTEMBER 26, 2014
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.
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
FEBRUARY 5, 2013
Freedom of contract, however, proved inconvenient when mass markets arose, and companies needed to do business the same way with millions of customers at once. I knew Aaron Swartz since before he could shave, and I regard his loss as one beyond reckoning.
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. Multiple Markets Within. After all, what could possibly be next after recognizing that every customer is his own market?
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
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
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
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
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
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. CSA Images/Printstock Collection Vetta/Getty Images. Netflix hit the industry with some bombshell moves this month. First, it announced that it plans to spend $8 billion on original content next year (including on 80 new movies). This is far more than any other online player. Obviously, this is great news for its 100 million-odd customers worldwide.
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 25, 2012
The TV included many of the teens' suggestions, but didn't catch on in the mass market. Innovation Marketing Social mediaPicture this: a nutrition scientist does a study with one person, limiting him to a 1500 calorie diet and having him run for 15 minutes on a treadmill each day. The man loses three pounds in a month. Can we safely assume that this experiment, when repeated with others, will produce the exact same result? Of course not.
Harvard Business Review
MAY 15, 2012
But since then he has written seven mass-market books, some aimed at general audiences and some targeting specific industries such as health care and education. This week marks the release of Clayton Christensen's highly-anticipated book, How Will You Measure Your Life (with co-authors James Allworth and Karen Dillon). The book expands on Christensen's McKinsey-award-winning HBR article , drawing life lessons from the models that form the basis of his business-oriented writing.
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. The longest line on a busy Saturday afternoon in a celebrated New York department store is at the returns desk: bad news in these troubling times when every dime counts. First in line is 18-year old Jayne, decked out in the latest Ugg boots and designer jeans.
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
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
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
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
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
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
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 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.
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
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.
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