Harvard Business Review

MARCH 12, 2018

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. He hired salespeople and marketers from Google, who transformed Volvo’s use of technology and social media in those disciplines.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

AUGUST 8, 2011

IBM began as a computing and tabulation company, selling an array of products, including meat slicers, scales, employee time-keeping systems, and other goods. This innovation came to market in 1964 and quickly became a smash success, setting the standard for the industry and greatly expanding computer use around the globe.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

Harvard Business Review

MAY 2, 2011

Rather, they focus on markets (anonymous agglomerations of customers) rather than on any real, living, breathing individual customer. Most recognize that there are no truly mass markets any more. But we must go beyond looking at market segments and niches to embracing the truism that every customer is his own market.

Mass Marketing 12

Mass Marketing Market Segmentation Travel Marketing 12

Harvard Business Review

APRIL 29, 2016

One notable example of this type of IoT failure involves the demise of Revolv, a home automation hub designed to communicate with any light switch, garage door opener, home alarm, heating or AC unit, and entertainment system. Appoint a systems lead who understands design. The IoT is driving the next wave of business transformation.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

JANUARY 30, 2012

Of course, that's a perfect recipe for mediocrity: to have barely satisfied weary, oppressed, jaded "consumers" already trained to demand the bare McMinimum is to have furiously smashed the glass ceiling of the lowest common mass-market denominator — and little more.

Mass Marketing 19

Mass Marketing Hotels Self-aware Short-term 19

Harvard Business Review

JULY 25, 2016

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. They then moved into the luxury market where they applied plenty of competitive pressure with the Model S. Let’s quickly review the company’s history.

Strategy 8

Strategy Automotive Mass Marketing Business Model 8

Harvard Business Review

APRIL 23, 2013

While military-grade Predator drones can cost as much as $4 million, it''s already possible to buy one of a new generation of hobbyist aircraft — unmanned aircraft systems complete with cameras, GPS, infrared sensors, and microphones, all under the control of a smartphone or tablet — for less than $300.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 8

Harvard Business Review

MAY 31, 2011

Perhaps it is here, and not in Americans' two-car garages, where the large early market for advanced battery technology resides. based solar energy companies produce systems that compete on price, opening up huge new mass markets for renewable energy?

Incubator 13

Incubator Business Model Mass Marketing Globalization 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. The Butterfly Mark will soon appear on Krug’s Champagne.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

JANUARY 3, 2013

Reputation systems and active supplier screening maintain quality, and the need for insurance keeps customers from bypassing the marketplaces. 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

Warren Buffett has earned his nickname because he’s proven time and again that he has an eye for predicting how markets will change and which companies will succeed in the aftermath. When markets or technologies change, it often requires entire segments of the value network to be reimagined. What’s changed?

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

OCTOBER 22, 2014

This bundling system has been preposterously great for the content companies. 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. By 2005 it was 50/50. For them, change will be tougher.

Hedge 9

Hedge Licensing Mass Marketing Price 9

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

SEPTEMBER 14, 2011

Suzlon recently completed its acquisition of Germany-based REpower Systems, gaining access to cutting-edge expertise in aerodynamics and electronics. Reliance MediaWorks. Western firms are masters of structured approaches to innovation that deliver scale and efficiency. Eastern firms excel at more frugal and flexible forms of innovation.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

APRIL 22, 2011

The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. Only then could the new unit, Nestlè Coffee Specialties, pioneer the mass market household espresso coffee segment and boost Nespresso's sales.

Innovation 15

Innovation Mass Marketing Strategic Planning Marketing 15

Harvard Business Review

DECEMBER 2, 2010

So a drip irrigation system, for example, may pay off by creating two or three harvests a year instead of one. Acumen creates these markets using patient capital. Any entrepreneur or marketer can learn a lesson from how new systems create new markets, and how an infinite increase in income or productivity can change everything.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

Harvard Business Review

MARCH 16, 2016

auto distribution system, summed up the car buyer’s challenge well : “The automobile…is a highly complex mechanical product. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind. jennifer maravillas FOR HBR.

Price 8

Price Automotive Mass Marketing Industry 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). What Went Wrong?

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8

Harvard Business Review

NOVEMBER 1, 2012

RIM's proprietary network and tightly interconnected system allow it to use data incredibly efficiently. If the only data you receive is from core markets and core customers, you might miss the most important trends. Closed systems have their advantages. Here's one illustration. But there's hope for the company yet.

Mass Marketing 16

Mass Marketing Airlines Constraint System 16