The "mass-market" is extinguished. The trend to the one-to-many approach has been substituted by the one-to-one approach. 

Today, the modern tools of technology and the amount of data that can be collected lead the companies to see in a consumer-centric vision a source of competitive advantage. This development requires a cultural change, which is a complex and poorly understood process. 

According to the studies of Gregory Carpenter, the transformation of culture is based on four stages.

“Recognize”, in which companies become aware of the need for change.

“Reinvent”, the core of the transformation process which consists in the development of a new vision.

“Formalize”, that enables the reinvention.

“Maintain”, based on sustaining the change from a cultural and behavioral point of view.

(Carpenter, G. S., Gebhardt, G. F., & Jr., J. F. S. (2014). Resurgence: The Four Stages of Market-Focused Reinvention. New York: St. Martin's Press.)

Gregory Carpenter is a James Farley/Booz Allen Hamilton Professor of Marketing Strategy at Kellogs School of Management, Northwestern University. He is an expert in marketing strategy, and his researches focus also on competitive advantage, brand management, strategies for market entry and corporate culture. 

He appeared in journals such as Journal of Marketing and Journal of Consumer Research and institutions such as Harvard Business Review and Financial Times featured his researches. (https://www.kellogg.northwestern.edu/faculty/directory/carpenter_gregory.aspx)

On the 6 of December 2018, Gregory Carpenter will be the host of X.ITE event “Passionate About Consumers: Creating Digital-Age Culture” in which he will bring his expertise to discuss how marketing strategies and companies culture develop in the current technology-based environment.