11 of 12 people found the following review helpful:
5.0 out of 5 stars
What business are you really in?, May 14, 2003
Theodore Levitt was lecturer in Business Administration at the Harvard Business School when this Harvard Business Review Classic was originally published. He now is Professor of Business Administration Emeritus at Harvard Business School.
This article was groundbreaking when it was published originally in 1960. It questions in a new and challenging way by urging organizations to define their industries broadly to take advantage of growth opportunities. "In truth, there is no such thing as a growth industry, I believe. There are only companies organized and operated to create and capitalize on growth opportunities." He discusses the four conditions which are responsible for a self-deceiving cycle of bountiful expansion and undetected decay: (1) increasing population; (2) production pressures; (3) mass production; and (4) dangers of research & development. Each is discussed in detail. During this process, he describes the difference between sales and marketing: "Selling focuses on the needs of the seller, marketing on the needs of the buyer." Levitt use railroads, oil and corner grocery industries to explain his points. The main point he tries to get across is that "the organization must learn to think of itself not a producing goods or services, but as buying customers, as doing the things that will make people want to do business with it." This e-document is complemented with a retrospective commentary by the author, written in 1975.
Fantastic article by Harvard Business School professor Theodore Levitt. It was an eye-opener for many companies in the 1960s and still is the starting point for marketing-courses at business schools. The author claims that most of the ideas within the article are based on works by others, in particular Peter F. Drucker, but of the simple and understandable language and examples the message comes across even better. Yes, perhaps some of the examples are out of date, but the message still rings true. Highly recommended to all MBA-students and people interested in management/marketing. The author uses simple business US-English.
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5.0 out of 5 stars
Best HBR article ever, December 19, 2009
This is a timeless piece. With many great examples of how we get caught up in our own thinking. The best story is how the railroad industry leaders were derailed when the failed to recognize they were in the transportation industry, not the railroad industry. I read this article every year or so just to keep me on my toes. Brilliant.
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5.0 out of 5 stars
Small Book but BIG Concept, August 10, 2009
This review is from: Marketing Myopia (Harvard Business Review Classics) (Harvard Business Review Classics) (Paperback)
Excellent Book!
Changed the way I though about my business and customers. Helped me realize what my true business is and how to better target my marketing. A must for every small business owner.
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