ABSTRACT
In “Marketing Myopia” and most of his other works, Theodore Levitt raised the idea that industries should gear their operations around customers’ needs. This is one of the many arguments that bind together Levitt’s body of work. In a globalized market, Levitt believes companies will do better if they focus on offering a standardized product that is superior in design, reliability, and price. While the notion of globalization has become commonplace, many people credit Levitt as being among the first to use the term and bring it into common discourse. In his journal article “The Globalization of Markets” —one of his many works published in Harvard Business Review—Levitt argues that technological advances have changed the nature of business, homogenizing markets and bringing them together. The scholar and business consultant Peter F. Drucker argued in his acclaimed 1954 work The Practice of Management that a company’s primary responsibility remains serving its customers.
