Harvard Business Review

OCTOBER 2, 2014

To understand the cost of Apple products that we associate with mass market success, we mapped the U.S. introductory prices of some Apple products against figures for median monthly household income during the year each product was introduced. Income data is from the U.S.

Mass Marketing 10

Mass Marketing Marketing Brand Meyer 10

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 8

Productivity Products Price Arkes 8

Harvard Business Review

JUNE 22, 2016

Mintel’s 2015 American Lifestyles report projects that vacations, dining out, and other experiential categories will drive the growth in total consumer spending. Customers no longer want anything that is mass-marketed. Personalization is expected.

Retail 8

Retail Discount Reis Supply Chain 8

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 16

Porter Mass Marketing Supply Chain Retail 16

Harvard Business Review

JULY 22, 2015

For their data, the researchers turned to the movie business, where all three types of resources are at work on every project. Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience.

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

MAY 3, 2011

Kickstarter is a platform that allows people with projects that need funding to get it from crowds. 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. They did, and the project was funded.

Retail 13

Retail Discount Mass Marketing Download 13

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