Marketing Myopia

Harvard Business Review July-August 1960 Shortsighted managements often fail to recognize that in fact there is no such thing as a ontogeny industry. MARKETING MYOPIA By Theodore Levitt Every major industry was once a emersion industry. But most that arc now riding a wave of growth enthusiasm are very much in the arse ot decline. Others which are thought of as seasoned growth industries oblige aetually stopped growing. In perpetuallyy ease the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has heen a nonstarter ot management. parentage. The reason they defined their industry wrong was beeause they were railroad-oriented preferably (if transportation-oriented; they were produetoriented instead of eustomer-oriented. e Hollywood barely escaped organism totally ravished by television. Aetually, all the establisbed film eompanies went through drastic reorganizations. Some simply disappeared. All of them got into trouble not because of TVs inroads but beeause of their own myopia. As with the railroads, Hollywood defined its business concern ineorreetly. It thought it was in the movie business when it was actually in the entertainment business. Movies\ implied a specific, limited product.

This produeed a fatuous joy which from the beginning led producers to view TV as a threat. HollywootI seornetl and rejeeted TV when it should have welcomed it as an opportunity â€" an opportunity to plump the entertainment business. Today TV is a bigger business tban the old narrowly defined movie business ever was. Had HolKwood heen customer-oriented (providing entertainment), rather than produet-oriented (making movies), would it have gone through the fiseal purgatory that it did? I interrogative it. What ultimately saved Hollywood and accounted for its recent resurgence was tbe Ava\e of new young writers, producers, and directors whose previous successes in television 45 Fateful Purposes The failure is at the top. The executives... If you want to get a full essay, piece it on our website: Orderessay

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