marketing myopia

Generally, sustainability marketing myopia can be avoided in two ways:

Marketing Myopia suggests that businesses will do better in the end if they concentrate on meeting customers' needs rather than on selling products.

Misjudging either or overemphasizing the former at the expense of the latter can be defined as green marketing myopia.

The first generation of Fairtrade coffee suffered from sustainability marketing myopia.

At the same time, sustainability marketing myopia encompasses sustainable services and product-related services, not products alone.

"Product dematerialisation" is, too, at risk of incurring in sustainability marketing myopia.

Yes, the over-priced, over-chromed, over-promoted behemoth that epitomizes marketing myopia.

The marketing myopia theory was originally proposed in 1960 by American economist Theodore Levitt.

Marketing Myopia, Harvard Business Review, 1960.

Marketing myopia is a term used in marketing as well as the title of an important marketing paper written by Theodore Levitt.

He published an article called "Marketing Myopia" in The Harvard Business Review that criticized business executives for too narrowly defining what their companies did.

Later that year, he became world renowned after publishing Marketing Myopia in Harvard Business Review where he asks "What business are you in?"

Aside from offering environmental benefits that do not meet consumer preferences, green marketing myopia can also occur when green products fail to provide credible, substantive environmental benefits.

Although greenness seems trendier than ever, its limitations as a selling point are the subject of a recent article in the journal Environment, titled "Avoiding Green Marketing Myopia."

T. Levitt (1960) "Marketing myopia", In: Harvard Business Review, (July-August 1960)

Among those was Mr. Levitt's "Marketing Myopia," an original piece of scholarship published in 1960 that helped to establish Mr. Levitt as a marketing expert.

The idea of sustainability marketing myopia is rooted into conventional marketing myopia theory, as well as green marketing myopia.

This particular form of marketing myopia is best avoided by building an image of credibility for the brand through effective sustainability communication, so that consumers can easily associate their products with sound socio-environmental performances.

As well as Electrolux and Fairtrade coffee suppliers, the producers of green buildings in Western Europe suffered from sustainability marketing myopia in the experimental stages of energy-efficient houses.

However, he added, there is what he termed a "marketing myopia" among agency executives that has "blinded them to the real nature of what they provide and has opened the doors to new and unexpected competitors."

Sustainability marketing myopia is a term used in sustainability marketing referring to a distortion stemming from the overlooking of socio-environmental attributes of a sustainable product or service at the expenses of customer benefits and values.

Prominent articles published during this period include, "Marketing Myopia" by Theodore Levitt and "Barriers and Gateways to Communication" by Carl R. Rogers and Fritz J. Roethlisberger.

Management concepts and business terms such as "Balanced scorecard," "Core competence," "Strategic intent," "Reengineering," "Globalization," "Marketing myopia," and "Glass ceiling" were all first given prominence in HBR.

In turns, sustainability marketing myopia is an exaggerated focus on the socio-ecological attributes of the product over the core consumer values, a distortion of the marketing process which is likely to lead to the product failing on the market or remaining confined in a small alternative niche.

Marketing myopia has been highly influential in the formation of modern marketing theory, and was heeded by marketers to such an extent that some authors now speak of a "new marketing myopia" stemming from too narrow a focus on customer to the exclusion of other stakeholders.