How do i find theodore levitts classic hbr article. The heart of the article, according to deighton, is levitts argument that companies are too focused on producing goods or services and dont. The fundamental concept to take from marketing myopia is that a business will survive and perform better if it focuses on satisfying customer needs rather than selling specific products. Industries failed to continue their growth not because of a saturated market but failure of proper management. Levitts main thesis companies must stay relevant to survive. 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. Marketing myopia what is the concept of marketing myopia. Theodore levitts marketing myopia colin grant abstract. Levitt, who was then a lecturer in business administration at the harvard busi.
Pdf marketing myopia by theodore levitt may boutaleb. During the past half century, in general, marketers have heeded levitts 1960 advice to avoid marketing myopia by focusing on customers. A free powerpoint ppt presentation displayed as a flash slide show on id. Hbr septemberoctober 1975 marketing myopia by theodore levitt e very major industry was once a growth industry. Marketing myopia an update how theodore levitt changed. Oct 29, 2014 marketing myopia hbr classic summary from reprint of the original 1960 article. Theodore levitt criticizes john kenneth galbraiths view of advertising as artificial want creation, contending that its selling focus on the product fails to appreciate the marketing focus on the consumer. Books by theodore levitt author of marketing myopia. Levitt1975 argues that some firms lose market position because they define their business too narrowly. Other which are thought of as seasoned growth industries have stopped growing. In marketing myopia, theodore levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. In theodore levitt s article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. Marketing myopia is used in marketing as well as the title of a marketing paper written by theodore levitt. Lacking foresight or intellectual insight marketing myopia.
May 06, 2008 in marketing myopia, theodore levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. According to the writer, businesses will do better in the end if they focus their attention on meeting customers needs rather than on selling products. What is marketing myopia and what does the theory suggest. Marketers suffering from the new marketing myopia view the customer only as a. We argue that they learned this lesson too well, resulting today in a new form of marketing myopia. In addition, the document will correlate levitts work in 1960 to contemporary marketing. But some that are now riding a wave of growth enthusiasm are. Defining the market and understanding your customer page 1. The future of social marketing asian development bank. Levitt explains the downfall of railroads stating that the industry was defined incorrectly. Libraries, like the railroads or the movie industry, to cite two of levitts examples, may well be endangering their futures by improperly defining their purposes levitt 1975, 27. The new marketing myopia abstract during the past half century, marketers generally have heeded levitts 1960 advice to avoid marketing myopia by focusing on c ustomers.
In this article, the authors argue that marketers have learned this lesson too well, resulting today in a new form of marketing myopia, which also causes distortions in strategic vision and can lead to. Marketing myopia is a concept developed by theodore c. Theodore levitt s marketing myopia colin grant abstract. During the past half century, marketers generally have heeded levitts 1960 advice to avoid. Marketing myopia theodore levitt every major industry was once a growth industry. Marketingwit provides you with more information about marketing myopia along with its examples and how to avoid it.
Others dont, and the lessons of marketing myopia continue to apply fiftyfour years after publication. The potential threat of marketing myopia explained with. Packards 1957 hidden persuaders and levitt s 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its. Marketing myopia hbr classic summary from reprint of the original 1960 article. Marketing myopia an update how theodore levitt changed our. Marketing myopia is a term used in marketing as well as the title of a marketing paper written by theodore levitt. Ppt marketing myopia by theodore levitt powerpoint. Theodore levitt explains this phenomenon by the carefully penned term marketing myopia which refers to the shortsighted visions by the topmanagement that is focused on enhancing products rather than assessing customer needs. From there, the discipline developed at such pace that marketing management,2 philip kotlers classic textbook, is in its th. He defines marketing myopia using something he calls the selfdeceiving cycle.
Such a position, however, would only serve as one more example of the myopia levitt warns against. Its hard to overestimate the influence ted levitts marketing myopia has had on the world of marketing and beyond. But some that are now riding a wave ofgrowth enthusiasm are very much in the shadow of decline. He identifies the four widespread myths that what business is your company really in. Though the ratio of crude oil re serves to demand in the free world was. Jul 11, 2011 its hard to overestimate the influence ted levitts marketing myopia has had on the world of marketing and beyond. Like harold blooms anxiety of influence in literary criticism or. The belief that there are no substitutes for the industrys major products. Key words literary criticism marketing myopia theodore levitt writing.
Theodore levitt, marketing myopia, contemporary marketing. The theory states that marketers should look towards the market and modify the company. Excluding a product from a lineup when it is necessary reacting to the shift preferences of customers. Pdf marketing myopia with retrospective commentary big. Pager industry factors responsible for marketing myopia by theodore levitt the belief of the companies that as more and more of the population becomes affluent, the market expands and more and more people buy the goods. A summary on marketing myopia marketing myopia is a term used in marketing which has been written by theodore levitt. Others which are thought of as seasoned growth industries have actually stopped growing. Marketing myopia theodore levittevery major industry was once a growth industry. Best of hbr 1960 we always know when an hbr article hits the big time. Focusing on customers want rather than what the company wants page 10 not neglecting marketing 3. Revisiting theodore levitt and marketing myopia may 22, 2014 by greg hopper lessons from history. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Theodore levitt, a longtime professor of marketing at harvard business school in boston, is now professor emeritus.
If an internal link intending to refer to a specific person led you to this page, you may wish to change that link by adding the persons given names to the link. Alex elwood nikolas foster blake overall shaelee pittenger lorelei wilson what is myopia nearsightednessnot inherited. This cycle consists of four conditions which cause companies to stop growing. In theodore levitts article, marketing myopia 1975, the concept of marketing was widened by examining the history of failed industries doomed to fail eventually. Marketing myopia was written by the late theodore levitt over 55 years ago. Theodore levitts marketing myopia applied to libraries. Jun 21, 2019 the marketing myopia theory was proposed by theodore levitt. The marketing myopia theory was proposed by theodore levitt. Libraries, like the railroads or the movie industry, to cite two of levitt s examples, may well be endangering their futures by improperly defining their purposes levitt 1975, 27. Levitt 1960 miopia em marketing linkedin slideshare. As the name describes the story, basically this concept talks about short. The future of social marketing by olivier serrat introduction marketing is at a crossroads.
Theodore levitt s 1960 article marketing myopia is a business classic that earned its author the nickname the father of modern marketing. Marketing myopia free download as powerpoint presentation. Marketing myopia is a narrowminded approach to a marketing situation, wherein an organization focuses more on its product offerings rather than its customers and markets demand. Article by julia hanna published in working knowledge on december 17, 2008. Other which are thought of asseasoned growth industries have stopped growing. Packards 1957 hidden persuaders and levitts 1960 marketing myopia, marketing as both an academic and business discipline has become more sophisticated in its.
1429 635 184 841 1125 1228 13 1230 571 532 760 1359 1170 208 373 453 843 1211 911 1022 1235 1444 410 114 1466 122 91 1119 708 936 168 1250