Harvard Business Review

MARCH 12, 2012

There is no way to design a product for the American mass market where the mass market per capita income is $50,000, and then simply adapt it and hope to capture middle India where the mass market per capita income is $3,000. You need to innovate for India, not simply export to India.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

SEPTEMBER 26, 2014

This network effect reflects the power of “word of mouth,” which McKinsey says is the primary factor for 20-50% of all purchase decisions. Precision business models and one-to-one marketing may still feel out of reach for some. And the best of both worlds is possible.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

FEBRUARY 29, 2012

Size once gave organizations purchasing power. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. Porter's value chain is well suited for this mass-market, cost-driven approach, where customers remain at the end of the value chain.

Porter 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

JANUARY 30, 2012

Hanging out in all the wrong places (read: painfully hip power hotels), I've had the questionable privilege of overhearing more than my fair share of Very Serious Conversations from the movers and shakers of the world. Here are some higher bars: do critics, scholars, aficionados, and diehard enemies pan it, or love it? Man, I lived."

Mass Marketing 18

Mass Marketing Hotels Self-aware Short-term 18

Harvard Business Review

DECEMBER 7, 2011

The power of chain stores and chain restaurants lies in their familiarity. 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.

Retail 14

Retail Mass Marketing Comparison Advertising 14

Harvard Business Review

DECEMBER 30, 2016

APIs and SDKs give users the permission and the power to create value for themselves. In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

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. When I first met Christensen he was certainly well known due to the 1997 publication of The Innovator's Dilemma , which won the Global Best Business Book award.

Christensen 11

Christensen Succession Storytelling McKinsey 11

Harvard Business Review

JULY 25, 2016

They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. And recently they announced the final part of their plan: a mass-market vehicle costing around $30,000 that quickly racked up years worth of pre-orders.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

MARCH 30, 2016

However, what few people realized was that Microsoft leveraged an old but often overlooked tool that has remarkable power to manage such transitions. When the Surface then took off and gave new life to the Microsoft turnaround, it seemed to reinforce the upside-down logic of the company’s digital transformation.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

JANUARY 3, 2013

Our mobile devices are powerful computers connected to high-speed networks. So the reengineered consumption models of the sharing economy are now well poised to go mass-market, and the battle cries of Hammer and Davenport won't be necessary this time around.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

OCTOBER 5, 2011

The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. In the workplace, they'll be in positions of power to make buying decisions. But the bigger shift is behavioral. It's their preferred place for everything.

Engineering 12

Engineering Forrester Software Mass Marketing 12

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. The focus that made them so powerful in the 1980s and 90s is creating the conditions for their current struggles. Online retailers, meanwhile, are exploiting their distinct advantages over physical stores.

ROIC 12

ROIC Retail Mass Marketing Price 12

Harvard Business Review

NOVEMBER 17, 2015

Berthold Huber, a former chairman of the powerful IG Metall labor union, was serving only as acting chairman. Ferdinand Piech , a long-serving former CEO of the Volkswagen group and a member of the Porsche family (the two branches of which own 31.5%

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

FEBRUARY 27, 2013

Brené Brown: The power of vulnerability. Susan Cain: The power of introverts. According to Susan Cain and her incredibly popular book from last year, Quiet: The Power of Introverts in a World That Can't Stop Talking , you may not be alone. I hope they do the same for you. Like to read? Seth Godin: The tribes we lead.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

OCTOBER 11, 2011

The promotion builds on the sympathies between a broad-based consumer audience and a cohort of recipients who share a powerful similarity of experience. Four key factors created this success. Every day, 35 million babies are diapered by Pampers.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

Harvard Business Review

NOVEMBER 30, 2016

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. Warning labels are everywhere. First, here’s what not to do: Stamp any and every product bearing even modest risk as dangerous or hazardous.

Chemicals 8

Chemicals Mass Marketing System Policies 8

Harvard Business Review

AUGUST 2, 2016

Baidu, an economically powerful and politically connected company, was now in Uber’s inner circle of investors. In retrospect, perhaps the company could have remained in charge and made money had it kept to its initial “niche” market for wealthy Chinese people and expats.

Marketing 8

Marketing CEO Mass Marketing Price 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

APRIL 25, 2013

The itch to dismiss is powerful. This is our opportunity to examine those assumptions, and in this case we are rewarded with the opportunity to glimpse how much we are shaped by ideas of mass marketing and mass manufacture. Do we think of Timex as a mass brand? It is local, obscure, amateur, and, most of all, tiny.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

OCTOBER 22, 2014

The real power players in the current arrangement are the cable channels. 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. Neither does Comcast. For them, change will be tougher.

Hedge 8

Hedge Licensing Mass Marketing Price 8

Harvard Business Review

APRIL 13, 2015

Technical teams all over the globe are building powerful, context-aware software to predict our needs. Supermarkets became popular in the 30’s because the mass market had only recently gotten access to cars. But today, we’ve reached a whole new level. The supermarket is a great example.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

DECEMBER 2, 2010

A promise from a marketer is meaningless, because the marketer isn't part of the town, the marketer will move away, the marketer is, of course, a liar. Let me add one more easily overlooked point: Western-style consumers have been taught from birth the power of the package. Mass market acceptance is rare.

Marketing 14

Marketing Mass Marketing Early Adopters Venture Capitalist 14

Harvard Business Review

MAY 30, 2014

Although many past forecasts for electric-car adoption have missed the mark — China, for instance, will probably fall short of having 500,000 electric cars on the road by 2015 — Musk is betting heavily on the rapid rise of battery-powered vehicles. That’s four times the number of electric cars sold globally last year.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

MARCH 8, 2012

While most companies have now learned how to say hello and how to apologize, I would argue that few have accepted that the fact that power has shifted. Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.).

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

SEPTEMBER 16, 2015

” Maybe that would make sense if the company had managed to create a new, low-cost industry standard around its battery pack form-factor and power, by making them sufficiently attractive to all other electric car makers. Let me explain. Tesla even calls it a “gigafactory.” But could Tesla get others on board for that?

Strategy 8

Strategy Mass Marketing Franchising Early Adopters 8

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. They wanted power and handling near to what they would get in a sports car.

Productivity 8

Productivity Products Development Sports 8

In the CEO Afterlife

FEBRUARY 13, 2017

At one time it looked like “clout” and “scale” would prevail as the most powerful forces in business. Corporate giants dominated markets and gobbled up competitors; along the way they failed to cope with rapid change. In those companies you’ll find entrepreneurial thinking.”.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100

Harvard Business Review

JUNE 27, 2014

As this untapped market captures global attention, it also offers marketers a chance to leapfrog the legacy of mass marketing and reinvent the field from the ground up. This shift will play out most obviously in marketing communications and advertising. This does not reflect income level.

Marketing 8

Marketing Mass Marketing Retail Market Segmentation 8

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).

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8

Harvard Business Review

NOVEMBER 1, 2012

How could that matter, you might think, when there are apps galore that can provide similar functionality on the iPhone or Android-powered smartphones, and those phones offer sharply better ways to view content and access the mobile Web? But when you go out to markets like the Philippines and Indonesia, you observe different behaviors.

Mass Marketing 16

Mass Marketing Airlines Constraint System 16

Harvard Business Review

OCTOBER 13, 2011

When a storm comes and the power lines are down, the hotel is packed with people it can't help. In a noisy market it's harder for the right employer and candidate to meet, but there are genuine opportunities out there: organizations are looking for enthusiastic and capable people and don't know how to find them.

Hotels 10

Hotels Mass Marketing Porter Advertising 10