The Marketing 101 dictum to define yourself by markets rather than technology isn't especially useful as a business rule. Companies play semantic games to convince themselves that they have something ...

"What kind of company are we, and what are we selling?"At first glance, this seems like a simple question. A railroad company ...

In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light (CFL) bulb with a clumsy shape that was incompatible with most conventional lamps, sold in a confusing package and ...

What is Sustainability Marketing Myopia? On a physical level, myopia is nearsightedness, a common vision condition that causes objects farther away to appear blurry while objects close by are crystal ...

Marketing Myopia is when firms focus on their own needs or try to develop a perfect product from their own perspective instead of looking at what customers wants and needs are. Here we talk about some ...

(The following is a post I published more than six years ago. Given the recent focus on marketing’s responsibility for managing customer experiences and driving growth, the topic is as relevant and ...

Most companies we encounter don't market their product correctly. It's been 42 years since Theodore Levitt first introduced the term Marketing Myopia, and our marketing eyesight has not gotten much ...

Our global food system is unsustainable, and its practices are inflexible, inefficient, and inequitable. The December issue of s+b explores why it doesn’t have to be. CEO succession planning has never ...

It’s hard to overestimate the influence Ted Levitt’s “Marketing Myopia” has had on the world of marketing and beyond. Like Harold Bloom’s Anxiety of Influence in literary criticism or Donald Norman’s ...