thoughtLEADERS, LLC

MAY 10, 2021

Managing at the right level is the most important element in effective management in the Age of Diverse Markets. In the prior mass markets era, companies had homogeneous markets, so they needed to plan and coordinate only at the executive level, with the rest of the company’s managers focusing on their respective functional specialties.

Mass Marketing 64

Mass Marketing Decentralization Management Diversity 64

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. In fact, going back as far as 2009, watchers have documented how Apple has struggled to reach mass markets, like India’s. Apple Customers Marketing' But is that really right? Income data is from the U.S.

Mass Marketing 12

Mass Marketing Marketing Brand Meyer 12

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

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 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

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