Harvard Business Review

OCTOBER 19, 2016

For example, Gillette has successfully encouraged consumers to trade up again and again by continually introducing razors with the latest and greatest shaving technology. This “Goldilocks” strategy of positioning premium products such that they’re not too expensive, but not too cheap is uniquely suited to established brands.

Mass Marketing 8

Mass Marketing Marketing Price Brand 8

Harvard Business Review

APRIL 29, 2016

” will be difficult for many companies to achieve — not for lack of technological expertise but because they’ll fail to recognize the value of design in connected product development. applications pushed technology to address B2B market requirements. This evolution to “Internet of Things (IoT) 2.0”

Technology 8

Technology B2B B2C Mass Marketing 8

Harvard Business Review

AUGUST 21, 2018

As technology transforms our economy, one trend is getting more and more attention: the prospect that it will increasingly automate the work that we human beings do. While it’s true that technology is taking over routine tasks from many workers, it is also reshaping many supply and demand trends that drive our global markets.

Mass Marketing 13

Mass Marketing Technology Contract Manufacturing Insurance 13

CO2

JANUARY 2, 2011

Technology and its role in travel 2.0 B usiness Model Generation caught my eye in a book store in December – It is rare I find myself in book stores anymore given how many books are sent to me as a blogger and my preference in reading on Kindle or IPad. They look at 9 Building Blocks that form the business canvas.

Business Model 141

Business Model Executive Coaching Execution Blog 141

Harvard Business Review

FEBRUARY 23, 2017

Concerned with the role of technology. 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. The aesthetics of the product or process.

Creativity 10

Creativity Mass Marketing Productivity Products 10

Harvard Business Review

MAY 25, 2018

The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. As the mass marketing age fades, create brand friction via increased use of membership models and event-driven marketing. Image Source/Getty Images.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

DECEMBER 3, 2010

It's rare that a technological innovation creates debate both in the Anthony household and among my colleagues, but Microsoft's Kinect had done just that. The core issue: did Microsoft over-stretch in its effort to transform the gaming market? But I'm worried that Kinect isn't quite ready to pass the Charlie test. Let me explain.

Mass Marketing 14

Mass Marketing Technology Video Long-term 14

Harvard Business Review

APRIL 23, 2013

Thus, mass-market drones clearly hold potential for what Paul Nunes and I call "big bang disruption." This is a kind of innovation that, thanks to fast-evolving technology, arrives in the marketplace simultaneously better, cheaper, and more capable of improving than the existing alternatives.

Mass Marketing 8

Mass Marketing Technology Long-term Innovation 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

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? These examples make clear that the U.S.

Incubator 13

Incubator Business Model Mass Marketing Globalization 13

Harvard Business Review

DECEMBER 7, 2011

It makes sense that this technology would help independents gain business — and new data shows that for restaurants, at least, the intuition is correct. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 14

Retail Mass Marketing Comparison Advertising 14

Harvard Business Review

JANUARY 3, 2013

True, they pioneered the creative use of technology to open up flexible new ways of renting a car. Accompanying these peer economy companies are others (like Zipcar) which simply leverage technology and lower transaction costs to make flexible renting a viable alternative to asset acquisition.

Disaggregation 9

Disaggregation Hammer Mass Marketing Gordon 9

Harvard Business Review

FEBRUARY 17, 2012

Over the last ten years we have been researching deshopping in Britain through two mass market retail case studies and surveys of 150 independent retailers and over 500 consumers. Surveillance technology can help you identify serial unethical shoppers. Comprehensive, consistent, and manageable policies and processes.

Retail 13

Retail Mass Marketing Customer Loyalty Discount 13

Harvard Business Review

MARCH 30, 2016

The advantage of hybrids is that they are a half-step that can help their developers manage long and difficult transitions, such as the one between generations of technology or the transition between careers. The challenge of hybrids is that they are only temporary half-steps, and so in retrospect they can look clumsy.

Business Model 8

Business Model Software Mass Marketing Competitive Advantage 8

Harvard Business Review

APRIL 25, 2012

A large consumer electronics manufacturer we recently worked with had launched a new hybrid TV and internet technology focused on teens. The TV included many of the teens' suggestions, but didn't catch on in the mass market. They'd certainly done their homework.

Power 14

Power Mass Marketing Focus Group Brand 14

Harvard Business Review

OCTOBER 5, 2011

Today it's rare to find a CEO who won't acknowledge the impact digital technology is having on their business. The purchasing habits and attitudes of today's teenagers and twenty-somethings are completely different from those exhibited by today's mass market. This post is part of the HBR Insight Center Growing the Top Line.

Engineering 12

Engineering Forrester Software Mass Marketing 12

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

NOVEMBER 4, 2011

At RoboBusiness this week, a conference devoted to the business and technology of robots, the revelation for me was not just how far robotic capabilities have come but also the range of problems robots are already helping to solve. Take the robot developed by a team at Carnegie Mellon's Robotics Institute to assist in autism research.

Mass Marketing 9

Mass Marketing CEO Technology Conference 9

Harvard Business Review

AUGUST 8, 2011

At its 100-year milestone, IBM shows us what it takes to outlast depression, war, and intense competition in order to remain a market leader in the midst of ongoing technological innovation. Sold heavily by IBM's famous sales force, the company's product created the first truly mass market for the personal computer.

Customer Intimacy 15

Customer Intimacy How To Mass Marketing System 15

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

JUNE 22, 2016

The use of technology by leading companies from Apple to Uber to personalize their offerings have raised people’s expectations. Customers no longer want anything that is mass-marketed. Personalization is expected.

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

JANUARY 1, 2013

Economic and technological changes are reshaping the nature of work. In today's world, self-branding matters more than any other form of talent, not least because the mass market is unable (or unwilling) to distinguish between branding and talent. Self-branding is about being a signal in the noise of human capital.

Human Capital 13

Human Capital Brand Mass Marketing Reputation 13

Harvard Business Review

DECEMBER 19, 2011

For mass market retailers who understand this and react quickly, this upheaval is survivable. With technology making both pricing and assortment choices transparent for the consumer, there is less and less incentive to buy from a physical store when a better price can be found online.

ROIC 12

ROIC Retail Mass Marketing Price 12

Harvard Business Review

AUGUST 2, 2016

Last September some of the world’s foremost technology industry leaders met in Seattle with Xi Jinping, president of China. In a group photograph, 30 CEOs with a combined market capitalization of $2.5 trillion smiled for the camera alongside the Chinese leader. Central government regulations were almost inevitable.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

DECEMBER 30, 2016

In a platform business model, firms create value primarily by connecting users and third parties, and they capture value by charging fees for access to the platform. ” ”Platformization” dissolves once-meaningful distinctions between product vs. process competitive advantage.

Process 12

Process Competitive Advantage Outsourcing Supply Chain 12

Harvard Business Review

DECEMBER 17, 2012

They knew digital photography was the future and invested heavily in hybrid technology in the hope of managing the transition from physical photo printing. Unfortunately, however, customers for firms serving the mass market, by definition, have largely of middle-of-the-road needs. It didn't work.

Christensen 8

Christensen Disruptive Innovation Mass Marketing Wireless 8

Harvard Business Review

NOVEMBER 30, 2016

This practice leads highly cautious consumers to lump low-risk products in with mass-marketed products that actually merit such a warning and encourages many others to simply ignore warnings. First, here’s what not to do: Stamp any and every product bearing even modest risk as dangerous or hazardous.

Chemicals 8

Chemicals Mass Marketing System Policies 8

Harvard Business Review

APRIL 25, 2013

What large technological, social, cultural movements might be pushing it? As HBS marketing professor Bob Dolan has written [ PDF ], "Marketing strategy can take very little for granted. Do we think of Timex as a mass brand? To dispatch Task 1, we have to set aside our skepticism and look at HWC real hard.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

APRIL 13, 2015

When markets or technologies change, it often requires entire segments of the value network to be reimagined. Meanwhile, sensor technology is both proliferating and dropping in cost, allowing the types of data captured by businesses to become ever more contextually relevant. The supermarket is a great example.

Software 8

Software Trends Mass Marketing Marketing 8

Harvard Business Review

SEPTEMBER 14, 2011

Asia's largest IT service provider has built what it calls a global Co-Innovation Network (COIN), which includes technology partnerships with startups and VC firms in Silicon Valley as well as academic tie-ups with leading American universities such as MIT, Georgia Tech, and Stanford. Decentralize and empower global R&D units.

Globalization 9

Globalization Innovation Decentralization Chemicals 9

Harvard Business Review

FEBRUARY 27, 2013

Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. While much of Godin's thinking has come to bear true in our social media-induced world, this TED Talk will get you thinking differently about where you spend your marketing dollars.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

FEBRUARY 14, 2012

Mass markets were a convenient fiction created by mass media. From technology, to banking, to education to health care, from automobile makers to the media, many organizations that once dominated now struggle to meet the rapidly changing demands of a volatile, global marketplace. Because that's the point.

Banking 16

Banking Business Model Supply Chain Mass Marketing 16

Harvard Business Review

JUNE 15, 2017

Unlike Bentley or Rolls-Royce, GM is a mass-market car company in the U.S. However, it has now decided to pull back its investment and run its Talegaon factory in western India, to make cars primarily for the Latin America market. GM will keep its technology center in Bangalore. 5 — It’s a Long Game.

CEO 10

CEO Long-term Short-term Mass Marketing 10

Harvard Business Review

DECEMBER 2, 2010

Each post will examine the challenge from a different perspective, including design, technology, urban planning and more. Today, Seth Godin examines the challenge of marketing to the world's poor. It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. Triple the U.S.

Marketing 15

Marketing Mass Marketing Early Adopters Venture Capitalist 15

Harvard Business Review

MARCH 16, 2016

A knowledgeable sales staff is especially important as technology continues to advance. High-end cars have over 100 million lines of software code, and mass-market cars aren’t far behind.

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). It declared bankruptcy on May 26.

Mass Marketing 8

Mass Marketing Transportation Depreciation Short-term 8

Harvard Business Review

FEBRUARY 5, 2013

Freedom of contract, however, proved inconvenient when mass markets arose, and companies needed to do business the same way with millions of customers at once. Handy as this hack was in the age of mass marketing, it has become a massive source of friction for everybody interacting with services on the internet today.

Mass Marketing 8

Mass Marketing Short-term Long-term Policies 8