Customer satisfaction and comparative advantage for new product success In 1960, Theodore Levitt, a professor at Harvard University, published a chapter titled “Marketing Myopia,” which emphasized the signi‚cance of customers.* Levitt preached the concept that the purpose of a business organization is not to produce or sell products but to buy customers. His ideas about customers have attracted broad attention and have been making CEOs face the fact that customers decide their destinies. This has led them to rethink their business visions. Now customer satisfaction is recognized as the indispensable ingredient to be considered within the corporation, and all business organizations exert multilateral efforts to elevate the degree of satisfaction. Although this has produced good results, it doesn’t seem that their market shares have increased as much as they expected.