Marketing Myopia? I wear glasses

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It is interesting to see how a 1960 article, "Marketing Myopia" by Theodore Levitt (Harvard Business Review) can help us contextualize current business positions and visions.

The text deals with the development and the business culture, pointing out as "short-sightedness" the lack of vision of the future and the inability to manage the change of the market and its demands, which leads many companies to failure, this is demonstrated by the North American railway sector and its decline, where its executives and companies did not understand the central benefit of their business thinking that their purpose and orientation was the railway industry and services, if they advanced towards what really motivated their clients they would observe that their business was the transport of people and cargo, they could in due time extend their strategic actions to airline and automobile companies where they dominated several areas of these businesses "that they already knew how to do" which was transporting people and cargo.

Currently new technologies, social networks and the "swarm" of apps are significantly changing the way we compete, access, connect and interact with the market, it is also leading, among other things, to "hyperopia" (blurred vision of the present) in addition to the already mentioned marketing "myopia", because many companies, by focusing on their daily all life whatsapp number south africa problems and only looking at their direct competitors, who basically produce the same thing, do not realize that other sectors and factors that seem to have nothing to do with their businesses, can confront them and even eliminate them from the market, current examples: alarm clocks, pocket battery-operated radios, recorders, to name a few of the industries that are practically in extinction due to not knowing how to understand or react to the competition from mobile telephony.

The physical time factor gains relevance, the market is like an arena in which companies compete to sell their products, where the key is the consumer's purchasing decision, companies seek to be perceived as the best purchasing option, for this the attention and perception of their market target and clients is essential, therefore the space of time and its disposition, becomes part of the competitive compound.