The Shifting World of Marketing

Marketing, the art of promoting and the science of outselling your competition. The term “marketing” was born at the University of Pennsylvania when they offered the first course in the matter, “The marketing of Products” back in 1904. Although there was no term assigned to the act, marketing existed ever since people had things to sell. Even the successful gladiators in ancient Rome were getting paid to wear and advertise products.

Throughout the years and as the products changed and competition grew in virtually all industries, marketing became a critical part of any business and the backbone of every success story. Marketing has gone an evolution so great and rapid that only a few sectors of the industry went through. In the turn of the 20th century, the early days of the automobile industry, marketing efforts focused mainly on delivering the cars to everyone since products sold themselves at that stage. Henry Ford’s quote “They can have any color they want… as long as it’s black” simply sums up the spirit of marketing at that time. As the years progressed and the global markets became more and more interlocking, the competition between businesses grew dramatically, it was a survival game and those with the best marketing makes it out alive. Starting in the 30s with radios, then the 50s with tv, to the 70s when the first form of synergy marketing took shape through McDonald’s happy meal toys and Disney parks characters attractions.


However, the first major revolution in the marketing industry happened in the early 80s, when the experts of the field agreed that marketing should be about building a personal relationship with the customer instead of the traditional one-time interaction. Customer Relationship Management (CRM) became a powerful tool for businesses and suddenly companies were forced to develop and nurture a relationship with all their customers and even the cold leads. In the 90s, with the introduction of the internet, marketing took a turn for the best[1]. Marketing became accessible to everyone, new websites delivered special traffic to businesses. The specialized search engines filtered the ads to only the people who will be interested in such products.


Today, as social media takes over our lives, and the internet became more personalize-able than ever before marketing is so much more specialized and targets only the potential customers. Social media allows users to personalize their internet footprints which in return allows businesses to target specific people that show interest in their product or service[2]. Inbound marketing of today is more powerful than ever and businesses are in a rat race to be in the lead on the next big thing.




[1] Jeaney Yip, Susan Ainsworth, “Whatever Works”, Journal of Macromarketing, 2016, 36, 4, 443

[2] Castronovo, Cristina; Huang, Lei. Journal of Marketing Development and Competitiveness; West Palm Beach Vol.        6, Iss. 1,  (Feb 2012): 117-134.


The Festival of Illumination

Oct 18, 2017

The date of the festival is calculated according to the position of the moon and the Hindu Lunar calendar and is usually in October or November. This year the main date will be held on Thursday, October 19th. Deepawali or Diwali is the largest, and the brightest of all Hindu festivals officially celebrated in India, Malaysia, Mauritius, Nepal, Singapore, Sri Lanka, Fiji, Guyana, Suriname and Trinidad and Tobago. The festival is marked for five days of celebration, whereas each day is distinguished by a different tradition.

Why is Diwali celebrated?

This five-day festival, which coincides with the Hindu New Year, is seen to be one of the most significant in the Indian culture. Many people celebrate the legend of Hindu God Rama and his wife Sita’s return to their kingdom in northern India after being exiled following the defeat of demon king Ravanna.

The word ‘Diwali’ itself means “series of lights” and during the festival houses and shops are decorated with lights or lanterns. This is meant to signify light over darkness, knowledge over ignorance, hope over despair, and the Hindu belief that good will always triumph over evil. For many Indians, Diwali honors Lakshmi, the goddess of wealth and prosperity.

What is the festival of light all about?

Diwali is marked by grand firework displays, which are supposed to reflect the celebrations of Lord Rama’s return. Traditional earthen Diyas or candles are lit, and houses are decorated with colorful Rangoli artworks – patterns created on the floor using colored rice or powder. During the festival, families and friends share sweets and gifts and there is also a strong belief in giving to those in need. It is also a traditional for one’s house to be cleaned or renovated and new clothes to be worn. Indian sweets, snacks and dry-fruits which come in a range of colors and flavors are also relished during these celebrations.

Author: Mitali Kulkarni, Sabre88 LLC

Editor’s note: Original Sources

American Manufacturing: Past and Future

New proposals to revive the American manufacturing seems to appear every day from politicians, industry leaders, and engineers. Many of these ideas and suggestions have merit, however, they fail to recognize that manufacturing has been declining for long decades and cannot be simply resolved by tax cuts or trade policy. The United States was primarily an agricultural economy through the 19th century. The industrial revolution then, late 19th century, swept the landscape and transformed America once and forever. America than standing as the industrial powerhouse of the world by the 1950s produced more goods than any other nation in the world. Manufacturing stayed strong until the late-1970s and 1980s, when the US first lost its edge to the Japanese, then to the Chinese, and have now become a service economy that doesn’t produce stuff.

Although America has always been a service-based economy, where the number of employed Americans has been greater in the service sector than in manufacturing since the turn of the 20th century. It is noteworthy that the manufacturing efforts in the US have declined dramatically in the past few decades. Industrial powerhouse cities like Detroit and Tennessee fell victims to the migration of American manufacturing. The loss of manufacturing in America manifested itself most Cleary in job losses, according to the Economist, for the first time since the Industrial Revelation fewer than 10 percent of American workers are employed in manufacturing.

However, in the most recent years, we’ve seen a comeback from some American manufacturers, even Japanese. The proposed 1.6 billion dollars manufacturing planet from Toyota and Mazda has left the states in a bidding war. The planet that is still in the solicitation processes of finding a home state is estimated to employ 4 thousand employers and tag along with a few thousand indirect jobs. This planet will be a major boost for the American economy and its manufacturing sector.

Author: Faris Souman, Sabre88 LLC

Editor’s note: Original Sources

Newark’s Sabre88 wins ICIC and Fortune’s Inner City 100 award for four consecutive years

October 4, 2017

Newark’s Sabre88 Among the Fastest Growing Businesses In America

Boston, MA – The Initiative for a Competitive Inner City (ICIC) and Fortune announced yesterday that Sabre88 has made the 2017 Inner City 100 list. The list, which was revealed at the 19th Annual Awards and Conference in Boston on October 3rd, ranks the fastest-growing inner city businesses in America by revenue growth.  Sabre88 ranked 24th on the list of 100 this year as the only New Jersey-based company and reported 2016 revenues of $3.35 Million and a five-year growth rate of 312% from 2012-2016. Sabre88’s feature and the full list is available on Fortune’s website.

ICIC’s Inner City 100 list seeks to celebrate and enable urban entrepreneurship. Over the course of nearly 20 years, ICIC has awarded 928 companies whose success illuminates the innovation and business growth happening in our inner cities. Inner City 100 companies are forces of economic opportunity, optimism, and transformation in their communities. Providing a platform for recognition, networking, and learning, the Inner City 100 program continues to open doors for other budding urban entrepreneurs and stimulate inner-city business development and job creation.

“We are extraordinarily proud of these pioneering entrepreneurs who lead the way in innovation, job creation and the economic revitalization of America’s inner cities,” said Steve Grossman, CEO of ICIC. “In addition to excellence in business, they have also demonstrated a deep commitment to and passion for their communities, which plays a huge role in the wellbeing of their local economies,” he said.

In addition to being published in Fortune, CEOs from the winning companies were invited to the Inner City 100 Conference and Awards, a full-day event featuring robust networking opportunities and educational sessions led by executives and academics from top-tier universities, including Harvard Business School and New York University. Past winners have reported connecting with multi-million dollar investors as a result of appearing on the Inner City 100 list and attending the Conference.

Keynote speakers at this year’s event included former CEO of Constant Contact, Gail Goodman; award winner and CEO of the Menkiti Group, Bo Menkiti; and Harvard Business School Professor and ICIC Founder and Chairman Michael E. Porter.  Other speakers included Tom Lewand, CEO of Shinola, David Segura, CEO of VisionIT, Lynda Applegate of Harvard Business School, and David Whitford, Editor-at-Large at Inc. Magazine. ICIC also celebrated 17 businesses as members of the Inner City 100 “Hall of Fame,” which recognizes companies that have achieved making the list at least five times.

Boasting an average five-year growth rate of 320% between 2012 and 2016, the 2017 Inner City 100 companies represent a wide range of geography, hailing from 27 states. Collectively, the winners employed 9,402 people in 2016, and on average 42% of their employees live in the same neighborhood as the company.

Highlights of the 2017 Inner City 100 include:

  • Employed 9,402 individuals in 2016.
  • Created 5,724 new jobs in the last five years.
  • On average, 42% of employees live in the same neighborhood as the company.
  • Average company age is 16 years.
  • Average 2016 revenue is $13.1 million.
  • 32% are women-owned.
  • 45% are minority-led.
  • 29 industries represented in the top 100.

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Inner City 100 Methodology: The Initiative for a Competitive Inner City (ICIC) defines inner cities as core urban areas with higher unemployment and poverty rates and lower median incomes than their surrounding metropolitan statistical areas. Every year, ICIC identifies, ranks, and awards the 100 fastest-growing businesses located in America’s inner cities. In 2017, companies were ranked by revenue growth over the five-year period between 2012 and 2016. This list was audited by the independent accounting firm Rucci, Bardaro, and Falzone, PC.

Initiative for a Competitive Inner City (ICIC)

ICIC is a national nonprofit founded by Harvard Business School professor Michael E. Porter. ICIC’s mission is to promote economic prosperity in America’s inner cities through private sector investment that leads to jobs, income and wealth creation for local residents. Through its research on inner city economies, ICIC provides businesses, governments, and investors with the most comprehensive and actionable information in the field about urban market opportunities. The organization supports urban businesses through the Inner City 100, Inner City Capital Connections and the Goldman Sachs 10,000 Small Businesses programs. Learn more at or @icicorg.


Media contacts:

Sabre88, LLC


Hannah Roccki, Senior Communications Associate, ICIC

(617) 238-3010