Vol. 1, Issue 10 (2016)
Exploring the concept of “Marketing Myopia”
Author(s): HMUSR Samarasinghe
Abstract: The present study focuses on exploring the concept of “Marketing Myopia” which is identified as a one of the most influential management philosophies invented in the recent past. In the present study the author has explored the concept of marketing myopia based on the theoretical foundation provided by Theodore Levitt. The discussion is further strengthening with an analysis on four industries which authors identified as ones which are having myopic conditions. As an extension to the argument, present study provides suggestions for improvement for the industries under examination. In the conclusion authors are taking their stance on whether marketing myopia is a concept related to marketing or a concept which goes beyond marketing.