Harvard Business Review

OCTOBER 2, 2014

It’s easy to make a case that Apple is now positioning itself to become more of a provider of luxury-level technology. To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. Apple Customers Marketing' But is that really right? Income data is from the U.S.

Mass Marketing 10

Mass Marketing Marketing Brand Meyer 10

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. LVMH’s approach is somewhat unique.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

DECEMBER 2, 2010

Acumen creates these markets using patient capital. The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market. Mass market acceptance is rare. All the tools of the Western mass market are useless here.

Marketing 14

Marketing Mass Marketing Early Adopters Venture Capitalist 14