Theodore Levitt penned a timeless and influential HBR piece titled "Marketing Myopia." More than half a century since the article was published, do you think Marketing Myopia still exists? Yes/No and how does it (Marketing Myopia) manifest itself?
For a refresher on Marketing Myopia, I have pasted a link to the article below:-
https://hbr.org/2004/07/marketing-myopia
The market needs keep on changing and if the companies are stuck on catering to the existing needs then they fall behind just as happened to Blackberry. They were making better Blackberry while their customers wanted a cheaper Apple.
Kaukab Abid Azhar
Thank you for your answer. I assume from your answer above, that your hypothesis is that Marketing Myopia still exists, more that 50 years since Theodore Levitt penned the HBR article? To prove this hypothesis, you cite the demise of Blackberry. The question to you is, what was myopic about Blackberry that Apple exploited?
Source: https://www.inc.com/jeff-pruitt/is-your-company-a-pigeon-how-to-avoid-myopia.html
For years BlackBerry dominated the mobile PDA market. It was the premier mobile gadget and became so ubiquitous in business it earned the moniker "CrackBerry."
So what happened? How did it fall to the bottom of the smartphone barrel?
It's fairly simple really. They failed to adapt and innovate in a consumer-technology market that was, and continues to, evolve at a rapid pace. The best PDA maker (arguably one of the first smartphone makers) completely missed the smartphone market. It was their steadfast insistence to their old assumptions that contributed to their myopia.
BlackBerry also failed to tune into the fact that consumers were driving the smartphone industry - it was no longer just for business. As such, they missed the boat on the "app economy" and that smartphones were no longer just communications devices - they were entertainment devices.
Kaukab Abid Azhar! Thank you for the detailed response and the source (s) cited. To recap, you are saying that Marketing Myopia still exists more than 50 years on. An example of the continued existence of this phenomenon, is the demise of Blackberry. In your view, Blackberry was myopic in a sense that it defined the business it was in, based on the product it was selling (communication device) and not in terms of what consumers needed (entertainment). Is this a correct summation of the essence of your thesis?
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