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Author: Theodore Levitt
Publisher: Harvard Business Press
ISBN: 1422126013
Category : Business & Economics
Languages : en
Pages : 99
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Book Description
What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles. In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.
Author: Theodore Levitt
Publisher: Harvard Business Press
ISBN: 1422126013
Category : Business & Economics
Languages : en
Pages : 99
Get Book Here
Book Description
What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles. In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.
Author: Harvard Business Review
Publisher: Harvard Business Review Press
ISBN: 1422189880
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: • Figure out what business you’re really in • Create products that perform the jobs people need to get done • Get a bird’s-eye view of your brand’s strengths and weaknesses • Tap a market that’s larger than China and India combined • Deliver superior value to your B2B customers • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams
Author: Theodore Levitt
Publisher: Simon and Schuster
ISBN: 0029190908
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
A unique approach to the marketing/ management concept discusses product and marketing objectives, the relationship between client and supplier, the industrialization of service, and other facets of effective marketing strategies.
Author: Theodore Levitt
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 0
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Book Description
Author: Theodore Levitt
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages :
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Book Description
Author: Jagdish N. Sheth
Publisher:
ISBN: 9780415898348
Category : Customer relations
Languages : en
Pages : 0
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Book Description
The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we "needed" an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them.
Author: Elena Candelo
Publisher: Springer
ISBN: 303015999X
Category : Business & Economics
Languages : en
Pages : 202
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Book Description
This book proposes that, within the automotive industry, revised marketing principles and innovative marketing strategies are needed to address more effectively the unprecedented challenges posed by the modern digital revolution. The starting point for these proposals is a thorough analysis of the evolution of marketing in the industry across three ages of technological innovations – the mechanical, the electronic, and the digital. The main objectives are first, to illustrate how study of the past can help carmakers as they move forward into the unknown, and second, to identify the main choices that they will face. The central premise is that unusual times call for unusual strategies. By mining the past in order to foresee likely future developments regarding competition and marketing strategies within the car industry, the book will appeal both to researchers and to present or future managers in the automotive and other innovation-driven sectors.
Author: Wojciech Czakon
Publisher: Routledge
ISBN: 1000582647
Category : Business & Economics
Languages : en
Pages : 163
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Book Description
This book investigates the phenomenon of strategic myopia, which refers to important cognitive distortions that managers systematically display. It captures narrow views and preferences, which are likely to hurt firms’ long-term prospects. Instead of accusing managers of imperfections, opportunism, or blindness, this book explains how strategic myopia stems from individual dispositions, how it is shaped by team contingencies, and encouraged by organizations’ design. The reader will learn how a metaphor introduced to explain business failure evolved over decades to become a concept useful in understanding intertemporal choices, technology substitution, competitive advantage erosion, competitive blindspots, and missed opportunities. In addition to explaining the mechanisms that encourage myopic behaviors, readers are offered a set of effective ways to address strategic myopia. A key benefit of this work is that the structure of the book allows the use of chapters separately. The core message is that eliminating strategic myopia is hardly possible, and may actually hurt the firms’ short-term efficiency. However, organizations may develop capabilities, and implement designs that favor balancing the short-term benefits of myopia and alleviate its long-term drawbacks. This book will be of interest to scholars, researchers, advanced students and experienced managers in the fields of strategic management and organizational behavior.
Author: Monique Diderich
Publisher: Macat Library
ISBN: 9781912127337
Category : Consumer behavior
Languages : en
Pages : 0
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Book Description
Recognizing that companies went bust when the market for their products dried up, Levitt set out to learn why. The manifesto he produced aimed to upend conventional wisdom that viewed a company's product as paramount. Levitt saw the customer as central to the success of any business, and urged companies in every industry to look at their products from the customers' point of view.
Author: Yves L. Doz
Publisher: Harvard Business Press
ISBN: 9780875848709
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
For all interested in what it means to "go global," Doz (global technology and innovation) and his colleagues at INSEAD distinguish metanational from multinational companies and discuss how such companies (e.g., Nokia) innovate by effectively tapping globally dispersed knowledge about technology and consumer trends. They specify capabilities that this new breed of business needs to build and knowledge prospecting strategies. Annotation copyrighted by Book News, Inc., Portland, OR
