Harvard Business Review

NOVEMBER 4, 2011

Take the robot developed by a team at Carnegie Mellon's Robotics Institute to assist in autism research. After YouTube videos of it went viral, the team suddenly got calls from everywhere with people asking where they could get one of the little guys. a panel of CEOs had no end of answers.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

MARCH 12, 2018

But when some CEOs in this position look at the people they employ, they discover a problem: a swath of their existing team doesn’t have the necessary skills or metabolism for change to meet the new challenges. Many legacy companies would like to transform themselves into agile, talent-first organizations.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

DECEMBER 17, 2012

Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. They are not "lead users" — users who today want new solutions to leading-edge needs that will disrupt firms serving the middle of the market tomorrow. This is a pattern for Apple.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

MAY 26, 2014

To get around this problem, Virgin encourages the management team in each division to take a significant, sometimes 50%, stake in the division. Mass-market brand-behemoth Unilever applied a creative solution to the problem of subtracted value when it acquired the up-market brand Elizabeth Arden.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

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. (Think of it this way: Cash, which can be spent in whichever way you choose, is highly fungible; people, whose specialized skills limit your options for deploying them, are less fungible.)

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

APRIL 29, 2016

If your team cannot define a problem that truly matters to your customer or their customers, then you don’t have a viable product. Your development team likely has a lead systems person who understands the technology stack, but for an IoT offering, that individual must also possess an understanding of the user and their experience.

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

OCTOBER 11, 2011

The result is a new model for cause-related marketing, an innovative way to strengthen mature brands, and a path-breaking avenue to raise money for the big issues. The small contribution per unit--currently set at 12 cents per package--spread across the enormous base, results in a significant donation.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

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). Asus couldn’t build them fast enough. How do you so?

Productivity 8

Productivity Products Price Arkes 8

Harvard Business Review

FEBRUARY 14, 2012

It's not to create more jargon, it's to emphasize a point: that social is more than the stuff the marketing team deals with. Mass markets were a convenient fiction created by mass media. Shared purpose makes customers and team-members more than transactions and payroll recipients. How does this work?

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

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. But LVMH does some unusual things. ” The Challenges.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

Harvard Business Review

SEPTEMBER 14, 2011

Suzlon's head of technology is John O'Halloran, a former Cummins Engine executive who now leads Suzlon's 500-strong global R&D team out of Hamburg. Constant communication across geographically dispersed teams is vital to keep creative synergies flowing in a global R&D network. Decentralize and empower global R&D units.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

APRIL 25, 2013

Timex needs to worry about the HWC like the Yankees need to worry about a Little League team tearing it up in Arizona. This is our opportunity to examine those assumptions, and in this case we are rewarded with the opportunity to glimpse how much we are shaped by ideas of mass marketing and mass manufacture.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

APRIL 13, 2015

Technical teams all over the globe are building powerful, context-aware software to predict our needs. Supermarkets became popular in the 30’s because the mass market had only recently gotten access to cars. But today, we’ve reached a whole new level. The supermarket is a great example.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

APRIL 22, 2011

The Nespresso team had to interpet the data skillfully to present a better case to top management. The Nespresso system, a machine and single dose capsules, didn't fit with the company's mass-market distribution system. Because it believed strongly in the idea, it forced the company to take a bigger-than-usual risk.

Innovation 15

Innovation Mass Marketing Strategic Planning Marketing 15

Harvard Business Review

JUNE 15, 2017

One of us (Gunjan) counseled a top video game company to develop collaboration processes so that engineers in Bangalore and California could work on one integrated team over a 12.5-hour hour time zone difference; improvements were suggested equally by team members in both countries. #3

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

JANUARY 25, 2016

All I’d done was show him and the rest of the executive team a series of other companies’ ads. He had no idea that the ad they’d just run to launch their latest mass-market device was so completely male-oriented. Are you talking to 100% of the talent and 100% of the market? So far, so good.

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. It was a significant risk for a company that knew fast cars, not family vehicles.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

MAY 30, 2014

He recommends revamping job descriptions, changing recruitment tactics, including women on hiring teams, and focusing more on competencies than credentials. And because batteries are the single most expensive component in electric vehicles, that would be a big step toward his dream of a mass-market Tesla car.

Short-term 8

Short-term Mass Marketing Long-term Diversity 8

Harvard Business Review

MARCH 8, 2012

Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.). Try applying the marketing funnel to your love life and see how it goes. Relationships aren't rational, but emotional. They certainly aren't predictable.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

In the CEO Afterlife

FEBRUARY 13, 2017

“Your job,” I said, “is to choose an organization with a buoyant culture and a leadership team that’s not afraid of change. The change-makers are small- to medium-size enterprises that either lead niche categories or are hell-bent on knocking the big guy from the top rung of a mass market.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100