Tag Archives: strategy

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Industry Definition – inevitable and challenging – Revisiting Ted Levitt’s Marketing Myopia

What business are you in? … Yes, that simple and natural question may turn out to be one of the most important questions a business should provide answer to. It will define the industry the business competes in. Reflect its customers’ needs, wants and problems. It will shape the business mission and vision. It is definitely worth to think of it as an inevitable challenge and the sooner a business accept that challenge, the better.

Defining the industry of a company, which is basically defining the business of a company, is probably one of the toughest challenges management faces. It may seem that it is an easy straightforward task, but that is far from the case. It is not only difficult, it is critical for the success of the business.
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Defining Marketing and Its Ingredients

“Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm”

Neil Borden famously put it in 1984: “Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm”. This was when he first coined the catchy phrase “Marketing Mix.” However, back then he was referring to
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marketingcompetence

What is every business foremost goal?

Have you ever asked yourself “Is there a goal that is so paramount that is applicable to every business in any given situation?” Have you ever asked yourself what that goal might be? Well here is the answer…

Is there something that is of a primary importance for a business, no matter what, no matter when? The business as any living creature foremost goal is to survive. Imagine you are dropped off a helicopter in the tropical forests of Amazon. Your first concern will be how to survive in that new and hostile
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