• 21st Market Myopia
    years have passed since Theodore Levitt wrote “Marketing Myopia.” Having said that, because today we are such a fast-paced industry, there is no doubt that principles of Levitt have changed over-time. For example, Levitt suggests that thinking is an intellectual response to a problem. Without a problem...
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  • Araticles
    love our product or service regardless of what happens” 4. Successes * Coca Cola is a good example of which marketing and management myopia is absent. * Coca Cola’s diversification into the bottled water market. * Product: a feel good thirst quencher and commodity : a...
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  • Marketing Myopia
    evolved through the pages of Harvard business review with introducing "Marketing Myopia" in which He stated "the history of every dead and dying 'growth' industry shows a self-deceiving cycle of bountiful expansion and undetected decay." The railroads serve as an example of an industry whose failure...
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  • Literature Review on Marketing Myopia
    marketing myopia. He maintained that companies should look beyond the basic function of what they are doing and determine what the customer really wants. Levitt used railroading as an example of an industry barely able to see past its nose. Railroading declined, Levitt said, because railroaders thought...
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  • Marketing Myopia
    Marketing Myopia” was important as it appeared to cause the business world to take notice as it relates to industries’ view of consumers and their importance to the survival of a firm. Through good examples at the time, the author shows that simply having an internal focus on pushing an invincible and...
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  • Google Search
    , T., “Marketing myopia”, Harvard Business Review, pp. 45-56, ... ieeexplore.ieee.org/iel5/4591409/4599598/04599840.pdf?... - Similar 2. Bizsetup Group In Zimbabwe, I'd estimate that probably 95% of entrepreneurs suffer from a terrible ... An Example of Marketing Myopia in...
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  • Marketing Myopia
    business in 1960 which Levitt pointed out himself. And comparison to nowadays marketing structure and business environment followed by an example of industry that is or might be acting myopically. Word myopia itself has two meanings one is medical other is business related: Medical Myopia – “Myopia...
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  • Harvard Business review
    . Also, this over emphasizing could lead to neglecting other areas of management. e.) Marketing myopia is too long to read, it need not provide a lot of examples knowing he don’t have empirical data or factual information. f.) One of the attractions for the article was his example on different...
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  • Marketing Myopia
    realizing the main problem as to why “growth” is declining actually lies elsewhere. Some Real Time Examples The most relevant example of marketing myopia that Theodore Levitt has stated and explained in his review very clearly is of petroleum industry; another thought to be a so called growth industry...
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  • Marketing Myopia
    rapid changes in their markets. For example, transportation is a generic need filled by buses, cars, trains, airlines and shipping lines all of them being in the transport business. Finding the generic need (by asking "What business are we in?") corrects the 'marketing myopia' and gives a broad...
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  • Marker
    predictive techniques, and the customer's lifetime value can rise above myopia to a certain extent. This can entail the use of long-term profit objectives (sometimes at the risk of sacrificing short term objectives). Example:- A classic example of marketing myopia is seen by Ford Motor Company’s...
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  • Marketing Myopia
    and unpredictable environment. There are many other examples of the new marketing myopia where many companies are disregarding their social responsibility towards employees and community. For example, Nike was failed in the 1990s to respond to unsafe work conditions and employees abuses in the...
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  • Marketing Myopia
    Abstract The article, “Marketing Myopia” written by Theodore Levitt, illustrates how businesses interact in their particular industry’s life cycles of growth, maturity and decline. One of the primary focal points of the article is that businesses must know their industry in regards to...
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  • Marketing Myopia
    CRITIQUE OF “MARKETING MYOPIA” Critique of “Marketing Myopia”Written in 1960, the paper “Marketing Myopia” was written by Theodore Levitt, a professor of marketingat Harvard Business School. It has been republished a number of times since then. The publication thatthis critique is based on is from...
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  • Marketing myopia
    understand better this concept we can see it as an example, suppouse that a Company makes hiking boots. If hiking falls out of favor, a Company that does not suffer from marketing myopia will see its role as fulfilling their customer’s need for outdoor activities and adventure. Perhaps the company will...
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  • Marketing Myopia
    Article: Levitt, T. (1960) “Marketing Myopia”, Harvard Business Review, July-August, 1960 Marketing myopia is a term coined by Theodore Levitt. The fundamental concept to take from marketing myopia is that a business will survive and perform better if it focuses on satisfying customer needs...
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  • The New Marketing Myopia
    . Multiple factors explain the demise of the US automobile industry, but its prospects certainly have not been helped by its failure to collaborate with stakeholders in creating energy efficient vehicles. There are many other examples of the new marketing myopia, be it Nike’s failure in the 1990s to...
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  • Marketing Myopia
    , more and more marketing goes beyond the material to uncover the immaterial, transparent, majestic and mysterious sides. Yes, this goes further than the practical oriented marketing myopia. Looking back at my experience, I can even prove it, giving an example of my childhood memories. Some fifteen...
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  • Marketing
    . Industrial Failure Kodak Film Company is a great example of marketing myopia. Kodak didn’t see its competitors like Sony and other electronic companies as its potential competitors. What they actually think is that they are selling films in the market but the...
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  • Marketing Myopia Summary
    Marketing Myopia In his article Marketing Myopia, Theodore Levitt insists that failure in industries is “at the top” where executives deal with broad goals and policies. He defines marketing myopia using something he calls the “self-deceiving cycle.” This cycle consists of four conditions which...
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