This is with reference to "Managers' marketing myopia" (
Business Line,July 10): The passing away of emeritus Professor Theodore Levitt of Harvard Business School was under-reported in the business press. Prof Levitt by coining two
status quobreaking terms `marketing myopia' and `globalisation' made a powerful impact on the way managers think.
One can detect a common thread in these concepts. The underlying theme relates to the `scope of one's business.' It won't be an exaggeration to say that he was instrumental in making managers think about their markets in a broader global market context.
In essence, Prof Levitt is probably the first management thinker to define business and market in an `expansive' mode.
Those who heeded his advice reaped the benefits.
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