The Horizons Tracker

APRIL 28, 2022

What’s more, the study found that such is the rush for scale that entrepreneurs were forced to always choose the path of least resistance and homogenize their products for the biggest market possible. It runs the risk that startups targeting niche problems get crowded out in favor of those forced to chase mass market problems.

Entrepreneur 105

Entrepreneur Venture Capitalist Mass Marketing Globalization 105

Harvard Business Review

NOVEMBER 9, 2012

The art world in Europe is a closed shop, offering very expensive products to a limited number of elite collectors, who all know each other. 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.

Mass Marketing 8

Mass Marketing Marketing Sharpe Price 8

Harvard Business Review

FEBRUARY 23, 2017

When consumers believe a product is creative, they are more likely to like , share , and buy it. Jeffrey Loewenstein and I recently published a study examining the features that indicate whether a product is creative in the world’s two largest economies, the U.S. The unusualness of a product or process. and China.

Creativity 10

Creativity Mass Marketing Productivity Products 10

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 12

IPO Mass Marketing Marketing Productivity 12

Harvard Business Review

MAY 24, 2016

The odds are stacked against new products or services. We have diagnosed thousands of product failures over the last 30 years, and have found recurring patterns. Often new products are over-engineered with too many features, usually at too high a price. The problem with wildly successful products. How could they not have?

Productivity 9

Productivity Products Price Arkes 9

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. For example, Google Labs is an arm of Google that focuses on creating revolutionary new products.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

AUGUST 21, 2018

Many of us are also becoming more demanding — we are less and less willing to settle for standardized, mass market products when it is far easier to seek out the niche products that are tailored to our specific needs and context. So, what’s the result?

Mass Marketing 13

Mass Marketing Technology Contract Manufacturing Insurance 13

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.” Though it’s a nascent practice, the use of customer selfies is an attempt to get at the real “job” customers are hiring products to do.

Productivity 8

Productivity Products Mass Marketing Franchising 8

CO2

JANUARY 2, 2011

Key activities can be categorized as: Production, Problem Solving, Platform/network) Key Partnerships – Some activities are outsourced and some resources are acquired outside the enterprise. (It They look at 9 Building Blocks that form the business canvas.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

MAY 25, 2018

The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. As the mass marketing age fades, create brand friction via increased use of membership models and event-driven marketing. Image Source/Getty Images.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

MARCH 12, 2012

Increasingly, Western companies are developing products in countries like China and India, and then distributing them globally. For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Deere now uses Krish-style features in products sold all over the world.

Glocalization 12

Glocalization Mass Marketing P&L Globalization 12

Harvard Business Review

SEPTEMBER 26, 2014

My colleague Tim Joyce and I have found a similar viral phenomenon with superconsumers — our term for people who buy big volumes of a product or service, but who often can be convinced to buy even more. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

DECEMBER 30, 2016

The idea was simple: Instead of making buyers go through the entire online ordering sequence only to find stock-outs or delivery delays, why not alert them to product availability upfront? Might product bundles or incentives meaningfully shift demand and production flows? Would they defect to competitors?

Process 13

Process Competitive Advantage Outsourcing Supply Chain 13

Harvard Business Review

FEBRUARY 29, 2012

It will help us decide what we make, how much we make, and how we finance that production. Let's think about the way that changes our modes of production. Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. Big Isn't Enough.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

DECEMBER 7, 2011

Yet reviews can also help customers choose among products within a given retailer's offerings. Properly implemented, review systems can be used by retailers not only to help customers identify the best products but also to help them identify products that would be the best match for their needs.

Retail 14

Retail Mass Marketing Comparison Advertising 14

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. Yes, some customers in certain types of businesses are quite capable of verbalizing precisely what sort of innovative product one could build and sell them.

Innovation 16

Innovation Mass Marketing Price Market Segmentation 16

Harvard Business Review

APRIL 25, 2012

Or the idea for our next product will hit like a lightning bolt on our Facebook wall, straight from the minds of one of our most loyal fans. The company interviewed teens in focus groups before launching the product to find out which features to include in their new internet-enabled TV. They'd certainly done their homework.

Power 14

Power Mass Marketing Focus Group Brand 14

Harvard Business Review

MARCH 30, 2016

How can firms create new platforms, or even better, turn their existing products into platforms? As my coauthor, Feng Zhu, and I note in our new HBR article , making that leap from product to platform can be treacherous. At the core of successful leaps, we have observed a new type of hybrid: the hybrid product/platform business models.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

JUNE 22, 2016

Customers no longer want anything that is mass-marketed. PwC has observed that niche products, experiences, and services uniquely suited to individual tastes, interests, and aspirations have become “the new consumer indulgence.”

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

APRIL 29, 2016

Reaching these lofty projections over the next four years, however, will require a fundamental reorientation in the way that technologists and product designers work together to create successful “connected” personal devices and home appliance products. applications pushed technology to address B2B market requirements.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

NOVEMBER 23, 2011

Penney posts teen-hosted haul videos on YouTube, Target's got an online style monthly, and L.L.Bean promotes "Share Your Story" where customers emote about its products. Here are four publishing approaches retailers are trying: The Mass Publisher. Here are four publishing approaches retailers are trying: The Mass Publisher.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

NOVEMBER 30, 2016

Ideally, these warnings provide requisite risk information, allowing people to decide for themselves whether an activity or a product’s benefits outweigh its risks, whether to take those risks, and, if so, with what precautions. Warnings on widely used consumer products are a relatively new phenomenon. How did we get here?

Chemicals 8

Chemicals Mass Marketing System Policies 8

Harvard Business Review

JANUARY 13, 2015

In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Here, your product or service provides better performance on attributes that are important to target customers and for which they are willing to pay a premium. Unsustainable differentiation: the product or service features are imitated over time.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

FEBRUARY 17, 2012

It is a significant part of the broader problem of retail crime which threatens the profitability and competitiveness of stores, products and retail businesses worldwide. What we've found is disturbing: Deshopping seems to be addictive and a growing number of people are serial offenders.

Retail 14

Retail Mass Marketing Customer Loyalty Discount 14

Frank Sonnenberg Online

DECEMBER 1, 2020

You let your salespeople discount products rather than justify the sale based on the value provided. — You rush a product or service to market even though it’s not ready for prime time — You hope you can work out the bugs before customers notice. You assume customers will like the product more because it’s cheaper.

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. If the changes are well received, you can expand and integrate them, and/or spin them out into a separate store, division or product line. Will you confuse people? Penney are clear examples of the problem with inconsistency. What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

DECEMBER 19, 2011

Retail store asset productivity has been in decline since the recession of 2007 and we believe that this trend will accelerate over the coming years. For mass market retailers who understand this and react quickly, this upheaval is survivable. Sensory experience. Assistance.

ROIC 12

ROIC Retail Mass Marketing Price 12

Harvard Business Review

JULY 25, 2016

Tesla’s initial strategy began like a start-up: to build a minimum viable product to test the market. They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. They built the Tesla Roadster, which was essentially an electric Lotus, and it sold well.

Strategy 8

Strategy Automotive Mass Marketing Business Model 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. People look at brands and ask what they do for the world.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

JANUARY 3, 2013

By finding distinct buyers who are willing to pay more, accentuating your product's cachet via the right professional endorsements, and finding key upgrades with minimal cost of goods or delivery system, you can command much higher prices. For example, UnderArmour provides athletic gear used by professional athletes to the masses.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

JANUARY 1, 2013

Having a great job does not guarantee your career success; your competence no longer depends on what you know; and being an affluent consumer matters less than becoming a sought-after product. Welcome to a new era of work, where your future depends on being a signal in the noisy universe of human capital.

Human Capital 13

Human Capital Brand Mass Marketing Reputation 13

Harvard Business Review

MAY 31, 2011

The company appeared at this year's International Auto Show in Detroit with a mid-sized hybrid car that, at under $30,000, has better fuel efficiency than any other such product in the world. Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides.

Incubator 14

Incubator Business Model Mass Marketing Globalization 14

Harvard Business Review

DECEMBER 17, 2012

Successful firms have an established customer base, most of whom are satisfied with the products they are purchasing. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. In other words, Apple makes products that they themselves want to use.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

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. Of course, they didn't have the product to sell — that would come after they had some funding — but they did have their own complementary talents as vocal teachers.

Retail 14

Retail Discount Mass Marketing Download 14

Harvard Business Review

OCTOBER 11, 2011

In contrast to other campaigns like Product (Red) , the Pampers/UNICEF effort builds on similarity, rather than difference, between donor and recipient--and it relies on the sale of a mass-market staple, rather than on a luxury purchased by only a few.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

Harvard Business Review

JANUARY 3, 2013

Instead, they could leverage new information technologies to reengineer, reorganize and radically streamline their production and service delivery. 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

APRIL 23, 2013

Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." Just what current products and services will be disrupted by drone technology remains to be seen, although a few applications are easily predicted.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8