Marketing Myopia: Indian Prospective

Marketing Myopia: Indian Prospective

Author Name : Dr. Payush, Sachin Gupta, Dr. Punam Devi, Ashu

ABSTRACT Theodore Levitt's groundbreaking article, "Marketing Myopia," was originally published in the Harvard Business Review in 1960. This groundbreaking study examined the product centricity of businesses in comparison to their customer centricity. The maxim was that businesses have to adjust to become customer happiness businesses and adapt to shifts in consumer attitudes. This essay attempts to address the ramifications of a modern viewpoint on marketing myopia from an Indian case study perspective. This paper is an attempt to present the Indian prospective for Marketing Myopia. The purpose of this paper is to assess the applicability of current theories on marketing myopia in Indian contexts. Long-term business management practitioners, academics, and students will find this study useful. "Marketing Myopia" is the classic HBR big hit article. The famous question, "What business are you really in?" was introduced by Theodore Levitt, a Harvard Business School lecturer at the time. He made the claim that railroad executives would have continued to grow if they had believed they were in the transportation business rather than the railroad business. The essay discusses strategy and marketing equally, but it also established the most significant marketing concept of the previous 50 years: that company will succeed more if they focus on satisfying consumer demands than on increasing sales. In 1960, "Marketing Myopia" took home the McKinsey Award