Critic Markrting Myopia

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Critique on Marketing Myopia | Submitted by: Husnain Moazzam | Submitted by: Sir Hassan |

Critique on Marketing Myopia
Theodore Levitt was a lecturer in Business Administration at the Harvard Business School; now, he is a full-fledged professor. The Harvard Business Review has sold more than half a million reprints of this article and each reprint has no doubt been copied several times over.
There will be few marketing students who have not read this article which is about how an organization can guarantee its sustained growth a big question?
To quote from the summing up of this article, Marketing Myopia answered that question mark in a new demanding way by urging organizations to define their business broadly to take privilege of development opportunities.
Using the example of the railroads, Levitt showed how they declined as technology highly developed since they define themselves too narrowly. To continue growing, companies must ascertain and act on their customers' needs and desires, and not bank on the presumptive longevity of their products.
Even more dramatic is the first paragraph of this seminal article which reads: “Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very much in the shadow of decline. Others which are thought of as seasoned growth industries have actually stopped growing. In every case the reason for growth is threatened, slowed, or stopped is not because the market is saturated; it is because there has been a failure of management”.
Well I am with Levitt, those companies who have not defined there business or had defined it too thin Marketing myopia is true, including companies in Pakistan and India, who have redefine their business in the '60s and '70s on the basis of licensing production.
There are different examples when an organization has…...

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