ABSTRACT
Theodore Levitt argues that companies suffering from myopia do not focus on the evolving, long-term needs of the market. Assuming their products will sell themselves, they become oblivious to changes in customers desires. In his 1960 article "Marketing Myopia," he suggests that businesses succeed when they focus on satisfying customers needs rather than on selling products alone. Businesses whose sales strategy is oriented toward products assume that superior products are sufficient to attract customers. During Second World War, many of the nation's women worked in factories affiliated with the war industry, while the men fought in Europe and the Pacific. In the 1940s, factories all over the United States adopted assembly lines, enabling mass production of goods; automating production spurred substantial business growth. Companies would look for strategies to sell more of their products and services. Levitt's article "Marketing Myopia" redefined marketing, producing lasting changes in the ways businesses relate to their customers.
