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 quo

breaking 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.

S. Gnanaharan

e-mail

Letters to the editor and contributions can be sent by e-mail to: bleditor@thehindu.co.in

(This article was published in the Business Line print edition dated July 13, 2006)
XThese are links to The Hindu Business Line suggested by Outbrain, which may or may not be relevant to the other content on this page. You can read Outbrain's privacy and cookie policy here.