Harvard Business Review

JULY 11, 2011

This post is part of the HBR Insight Center Marketing That Works. It's hard to overestimate the influence Ted Levitt's "Marketing Myopia" has had on the world of marketing and beyond. Its impact as a concept has weighed on generations of innovators: it's hard to imagine marketing malpractice without this antecedent.

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Joseph Lalonde

MARCH 14, 2018

Michael Levitt, CEO of BreakfastLeadership.com. Even if it’s walking to the local market for lunch, or parking further away in a parking lot. He could have attributed their success to more advanced technology, better marketing, or thinking differently. John Jantsch of Duct Tape Marketing. Keep moving!

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Harvard Business Review

JANUARY 13, 2014

In 1960, marketing legend Ted Levitt provided perhaps his seminal contribution to the Harvard Business Review : “ Marketing Myopia.” To avoid that, Levitt exhorted leaders to ask themselves the seemingly obvious question – “What business are you really in?” Innovation Leadership Strategy'

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Levitt Christensen Competitive Advantage Welch 12

Harvard Business Review

OCTOBER 15, 2015

A typical product or service comparison in most industries would show that incumbents usually have the best products in a given market, which reflects their obsession with high-margin customers. The New Tools of Marketing. The manager’s point of departure is classic market segmentation. A gold-plated product or service.

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Harvard Business Review

SEPTEMBER 24, 2013

The “jobs-to-be-done” theory articulates the gap between how producers view and market a product and how customers actually use it. In the words of Harvard Business School marketing professor Theodore Levitt, “ People don’t want to buy a quarter-inch drill. Hence the focus on non-consumers. Xiaomi’s Challenge.

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Harvard Business Review

OCTOBER 18, 2016

In 1960, Harvard professor Theodore Levitt published a landmark paper in Harvard Business Review that urged executives to adapt by asking themselves, “What business are we really in?” Union Pacific, the leading railroad company has a market capitalization of over $80 billion, about 60% more than Ford or GM.

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Harvard Business Review

NOVEMBER 18, 2015

Bower “ Disruptive Technologies: Catching the Wave ” introduced the idea of disruption to the mainstream market. Christensen and two co-authors revisit where disruption theory stands today in a new HBR article, “What Is Disruptive Innovation?” Of course, the more places you look, the more things you see.

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Harvard Business Review

JANUARY 26, 2015

While working with a huge Russian hydrocarbon company in Texas last year, our innovation conversation quickly zeroed in on customers. The innovation roadmap was hauled out and reviewed less in the spotlight of global opportunities than the cold reflection of domestic politics. State satisfaction mattered more than market disruption.

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Disruptive Innovation Levitt Tourism Incentives 8

Harvard Business Review

MAY 11, 2017

When I led marketing at MyFitnessPal and was asked about our competition, I think people always expected me to rattle off a list of other nutrition-tracking smartphone apps and weight-loss programs. The Explainer: Marketing Myopia. Theodore Levitt's classic theory -- in under two minutes. Related Video.

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Harvard Business Review

MAY 5, 2016

Stagnant growth in its core PC market recently led Intel to announce layoffs of roughly 12% of its workforce. The company will also eliminate a key chipset in the difficult tablet and smartphone market. Conversely, superior user experience designs frequently inspire insight into innovative use-case opportunities.

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Harvard Business Review

JUNE 14, 2017

And ease of access means ease of market entry: Emerging data providers can get on their feet quickly and create new sources of competition. How the most innovative providers are creating value. But as more data and more data providers flood the market, a competitive position based solely on data becomes impossible to defend.

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Harvard Business Review

APRIL 13, 2017

The Explainer: Marketing Myopia. Theodore Levitt's classic theory -- in under two minutes. Grovestand wasn’t Hughes’s only innovation. Averages are the enemies of innovators. Innovation happens at the fringes, not at the center. Related Video.

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Harvard Business Review

OCTOBER 11, 2012

It serves as a great introduction to other works by modern writers like Malcolm Gladwell and Steven Levitt, who translate theories from the social and physical sciences into everyday life. Richard Tedlow, Giants of Enterprise: Seven Business Innovators and the Empires They Built.

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Harvard Business Review

JUNE 1, 2011

No, not World War II, but rather the introduction of the first mass market paperback. Maybe it's a good time to dredge up a chestnut from Ted Levitt's classic HBR article, "Marketing Myopia." But book publishing survived the shock, and an indigenous American literature, as Dickens predicted, took off. Shock absorbed.

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Levitt Mass Marketing Simon eBook 15

Harvard Business Review

OCTOBER 11, 2012

It serves as a great introduction to other works by modern writers like Malcolm Gladwell and Steven Levitt, who translate theories from the social and physical sciences into everyday life. Richard Tedlow, Giants of Enterprise: Seven Business Innovators and the Empires They Built.

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Books Cialdini Christensen Collins 18

Harvard Business Review

MAY 19, 2015

This insight resonates with our work on disruption across industries: disruptive innovations create new systems or “value networks” that eventually displace the old ones. The new products create new markets for the gigantic (well, “giga”) battery factory the company hopes will propel the car business to scale.

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Harvard Business Review

MARCH 21, 2014

Decades ago, Harvard professor Theodore Levitt popularized the rationale behind why people buy quarter-inch drill bits: “People don’t want quarter-inch bits. Several years ago, Marc Andreessen, co-founder of Netscape and venture capital firm Andreessen Horowitz, wrote a famous post about the importance of product-market fit.

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Harvard Business Review

MAY 6, 2014

Growth alternatives usually involve either launching new products or entering new markets, and these are activities where uncertainty is high. Disruptive innovation practitioners have just such a tool for reliably predicting customers’ behavior. Innovation Strategy' How do you do that? Data Doesn’t Speak for Itself.

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First Friday Book Synopsis

MARCH 2, 2011

After having read and reviewed so many business books, I now share brief comments about what I consider to be the 25 most valuable business insights and the books in which they are either introduced or (one man’s opinion) best explained. Here are the third five: 11. Leadership: In essence, leaders attract followers so that [.].

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N2Growth Blog

OCTOBER 7, 2010

Lafley - The former Chairman and CEO of Proctor & Gamble gave a clinic on innovation. I’ve never heard anyone speak so fluently on the topic of innovation. Steve Levitt - Author of Freakanomics and Super Freakanomics , Steve was superb. Just about every statement that passed his lips was quotable.

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