On the other hand, Japan is thriving and flourishing in the automobile industry. The companies that were manufacturing trains fell into a steep decline because they thought they were in the rail business, but failed to realize they were actually in the transportation business. They still needed to buy physical media to listen to music. Granted, many organizations keep their corporate news and events under wraps, so you cannot rely solely on your competitors for some information. Before somebody else take it, you need to make your mark on your consumers. When you are selling, you are putting your efforts into creating the best product on the market according to you that will appeal to the broad spectrum of the target audience. Even in the early s, Sony continued to sell Walkman.

marketing myopia theodore levitt

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They assumed their cars were selling well based on the sales volume and revenue.

marketing myopia theodore levitt

However, there is one name missing — Nokia. It is because there has been a failure of management.

The Ultimate Guide to Marketing Myopia

In essence, a business is doing extremely well in the economy and growing rapidly because it is doing something revolutionary or is pioneering the future can be considered to be in a growth industry.

You do not want to take a shortsighted approach to marketing.

They evaluate what the technological trend is and observe what customers myopiz and come up with a product that is unlike anything else their competitors are offering. By using this site, you agree to the Terms of Use and Privacy Policy.


Companies need to have a clear vision by being customer-oriented, always prioritizing the demands of the market above everything else. Alex talks about his …. In every case the reason growth is threatened, slowed or stopped is not because the market is saturated.

A boosted job also called premium job will be shown ahead of all other similar basic jobs in the job search. They made phones that allowed you to make phone calls, send texts, and even listen to music on the go.

marketing myopia theodore levitt

Oil and gas companies continue to live off petroleum, and that will surely not last for long. Marketing strategy Strategic management.

The Ultimate Guide to Marketing Myopia | Cleverism

Do not be so one-dimensional and linear; try to be three-dimensional by offering various products and services to consumers. Journal of Business Strategy. We will look at various markeging of marketing myopia below and give various examples to demonstrate how they can be very detrimental to any business.

You can actually learn a lot from other companies who have been around the block a few times.

marketing myopia theodore levitt

Sometimes you have to go with your gut instinct and make a move. George Steiner is one of many in a long line of admirers who cite Levitt’s famous example on transportation.

Alas, they did not. These presumed to call themselves energy providers, leviitt non-renewable energy for people all over the world.

Marketing myopia – Wikipedia

Now that you know about the major causes of companies falling into the trap of marketing myopia, you need to take precautionary measures to avoid markefing, or at the very least minimize its adverse effects. Related posts read more. Some companies cannot predict where the market will be headed even after 5 years!


However, there are many who cannot afford to pay such a large sum of money for something they need. They were very shortsighted in their cleaning approach, only targeting wool garments but not aiming for cleaning all clothes.

Well myolia answer is yes and no. However, a vast majority of consumers for the most part purchase goods based on whether the products actually help them. Here is an example of a company that decided to diversify their product range to take their company to the next level. If a buggy whip manufacturer in defined its business as the “transportation starter business,” they might have been able to make the creative leap necessary to move into the automobile business when technological change demanded it.

You entered an incorrect username or password. If you cannot predict how customers will use technology to perform activities, then you will never be able to create products and services that take advantage of those technologies. However, there were alternative means of transportation being offered by other companies, such as cars and trucks. This page was last edited on 31 Augustat