Harvard Business Review

JULY 25, 2016

It outlined Tesla’s automotive strategy and it has been pretty much followed to the letter. The second installment moves Tesla beyond the traditional car market, with a plan to reconfigure our cities, energy systems, and our impact on the environment. The first installment had been written in 2006.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

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 11

IPO Mass Marketing Marketing Productivity 11

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. As marketers we have no choice: we must create a Russian doll strategy of our own. One size no longer fits all. Consumers respond to customized messages or they don't respond at all. Big messages just bounce off.

Marketing 14

Marketing Strategy Mass Marketing Audience 14

CO2

JANUARY 2, 2011

Strategy : In this chapter they look at the business model environment: context, design drivers, and constraints. They look at 9 Building Blocks that form the business canvas. These are: Customer Segments – An organization serves one or several customer segments. It seems that they are adapting their work from Micheal Porters 5 forces.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

FEBRUARY 23, 2017

For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.

Creativity 10

Creativity Mass Marketing Productivity Products 10

Harvard Business Review

MAY 25, 2018

Our 2017 survey of 170 top Consumer Packaged Goods (CPG) and Retail CEOs, COOs, and CFOs revealed a conscious shift away from traditional mass production and mass marketing practices toward more personalized approaches. Shift focus from channel strategies to consumer centricity. This certainly makes sense. Tap influence.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

SEPTEMBER 26, 2014

Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. Some companies we talk to are beginning to question the core assumptions of their growth strategy.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

DECEMBER 3, 2010

Microsoft hopes the $150 device one-ups Nintendo, which created a new market of gamers with its simple-to-use Wii system and console. Nintendo's strategy substantially changed the video gaming market and created billions of dollars of profits for the company.

Mass Marketing 14

Mass Marketing Technology Video Long-term 14

Harvard Business Review

APRIL 12, 2013

There''s one big reason JCP would never be "Bloomingdale''s for the mass market," as Johnson wanted it to be, and that''s because the mass market is gone. He was widely regarded to have led a successful strategy by the time Penney''s board, seeking something new, turned to Johnson. Economy Strategy'

Class 8

Class Mass Marketing Retail Merchandising 8

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

JANUARY 13, 2015

Any strategy lives or dies on the basis of its customer value proposition. In pharmaceuticals, there are blockbuster drugs targeted at mass-markets segments. Strategy requires choice , clear communication , and coherent performance management practices, not just stirring metaphors, with the people who deal with customers.

Market Segmentation 8

Market Segmentation Mass Marketing Price Pharmaceuticals 8

Harvard Business Review

MAY 26, 2014

Businesses sometimes need to invest in new opportunities that do not fit the current business or current strategy well. But synergy can also come from cross-selling, coordinated strategy, or many other sources. Both factors are unique to the particular business division, its parent company and the other businesses in the family.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

APRIL 15, 2014

If you bounce from one strategy (say, low prices) to another (full service) and back again, people won’t know what you stand for. The recent failures of mass market retailers Sears and J.C. Change management Disruptive innovation Strategy' Will you confuse people? What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

MARCH 12, 2018

Developing what we call an “M&A strategy for talent” is one way to overcome this. Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

JUNE 22, 2016

As a result, big box retail must shift its strategy — from competing on access and selection to staging big experiences and providing big discounts. Customers no longer want anything that is mass-marketed.

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 16

Porter Mass Marketing Supply Chain Retail 16

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. Henry Ford's genius lay not in inventing the assembly line, interchangeable parts, or the automobile (he didn't invent any of them). They should also feel free to ignore customers' inputs.

Innovation 15

Innovation Mass Marketing Price Market Segmentation 15

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.” Both business strategies and academic theories are built – and made stronger – by our ability to recognize things that we cannot yet explain.

Productivity 8

Productivity Products Mass Marketing Franchising 8

Harvard Business Review

MARCH 1, 2013

Well, it looks like a change in strategy may be in order. Brian Palmer at Slate provides us with some clues, and he says “corporate trickery” and “market manipulation” have nothing to do with Big Beer’s success. The Health Benefits of Smiling (Wall Street Journal). BONUS BITS: Finally! 5 Workers Who Can Ruin Your Day (Inc.).

Mass Marketing 8

Mass Marketing Consensus Stress Marketing 8

Harvard Business Review

NOVEMBER 23, 2011

Here are four publishing approaches retailers are trying: The Mass Publisher. Mass publisher retailers create content of broad interest to their customers. They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? What topics could we own?"

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

DECEMBER 30, 2016

Most established businesses, however, privilege products over processes in their platform strategies. But when typical and traditional analytic efforts to improve or optimize processes hit diminishing returns, that could signal a “platformization” opportunity.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

Harvard Business Review

MAY 31, 2011

In my 1997 HBR article, Beyond Greening: Strategies for a Sustainable World , I made the case for sustainability as a key driver of business growth. Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. companies still don't get it.

Incubator 13

Incubator Business Model Mass Marketing Globalization 13

Harvard Business Review

NOVEMBER 17, 2015

Volkswagen will have to abandon its strategy of world domination and the hubristic “Das Auto” branding approach we see in the ads. Pötsch and his supervisory board need to direct the group’s management to institute major cultural, organizational, and strategic change.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

JULY 22, 2015

Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience. The best strategy, the researchers say, is for leaders to adapt their approach to the specifics of the project.

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

OCTOBER 19, 2017

This makes it easier to do what Netflix was built for: experiment with the long tail rather than go for mass-market hits. On-demand is one, as is the “born global” approach of Netflix. While it might be inconceivable for an old-style network to green-light a series that appeals to 0.5%

Mass Marketing 8

Mass Marketing Content Price Industry 8

Harvard Business Review

AUGUST 2, 2016

The company founded local entity after local entity in China to compete in different urban markets. That’s a proven strategy; China is not one market for almost anything. But by going for the mass market to reach higher valuation and to fuel its larger platform strategy, Uber brought on extra challenges.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

OCTOBER 22, 2014

. “[Cable networks] don’t want to deal with the mass market,” Hazlett says. ” Competition Customers Strategy' “They don’t want to sign up 100 million customers, they want to sign up 20 providers.” ” So where does that leave the cable providers? For them, change will be tougher.

Hedge 8

Hedge Licensing Mass Marketing Price 8

Harvard Business Review

MAY 24, 2016

The company could have priced its Eee PC much higher and served a market that was willing to pay more than €299, and then dropped the price to go after the mass market, after ramping up manufacturing (something we refer to as a classic skimming strategy).

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

APRIL 25, 2013

It turns tiny and obscure into strategies. As HBS marketing professor Bob Dolan has written [ PDF ], "Marketing strategy can take very little for granted. Culture, technological and legal factors] are not fixed features of the marketing landscape, but factors to consider and monitor for signs of disruption."

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

APRIL 15, 2014

Many executives, eager to avoid over-investing in the wrong ideas, are intrigued by this approach, but they’re leery of putting unpolished products and services out in the market. Might we expose our strategy to competitors? They have been able to release Google Glass to the public before it’s ready for mass market use.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MARCH 30, 2016

Whereas product-based business models create value by selling differentiated products to market niches, platform-based business models create value by facilitating transactions across large, generic markets. — prior work emphasizes that firms should choose to produce either products or platforms but not blend the two.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 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.

Supply Chain 8

Supply Chain Payback Period Brand Energy 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. A typical example is one like this one from two singers, Kim Stern and Deidre Goodwin.

Retail 13

Retail Discount Mass Marketing Download 13

Harvard Business Review

AUGUST 8, 2011

Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer. Within a decade, however, IBM had fallen behind in the market it did so much to create. Faster, cheaper and more nimble competitors had eaten away at Big Blue's market leadership.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

JANUARY 3, 2013

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 13, 2015

Supermarkets became popular in the 30’s because the mass market had only recently gotten access to cars. Economics & Society Competitive strategy' The vast majority of modern businesses have been built upon an assumption that customers will be geographically dispersed. The supermarket is a great example.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

SEPTEMBER 14, 2011

In recent years, Indian firms such as Dr Reddy's have also started globalizing their R&D footprint by moving into Western markets. They have been tapping into the sophisticated technical and scientific talent available in Western economies as part of their strategy to access international markets and build global brands.

Globalization 9

Globalization Innovation Decentralization Chemicals 9