Saturday, July 19, 2008

Marketing Myopia

Theodore Levitt wrote a pivotal paper for the Harvard Business Review in 1960. The core rationale of his paper still rings true today. The arguments presented in Marketing Myopia show a visceral understanding that still seems absent in business today. He argues for certain concepts such as creative destruction, aka, developing products that will make your current product offerings obsolete... that type of forward thinking is the difference, I believe, between just going through the mechanics of business... and really understanding the volatile landscape. Peep this paper at your discretion, you won't be disappointed.

Copies of this HBR article are available here.

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