Business Daily from THE HINDU group of publications
Thursday, Jul 13, 2006

Cross Currency

Group Sites

Opinion - Letters
Levitt's passing

This is with reference to "Managers' marketing myopia" (Business Line, July 10): The passing away of emeritus Professor Theodore Levitt of Harvard Business School was under-reported in the business press. Prof Levitt by coining two status quo breaking terms — `marketing myopia' and `globalisation' — made a powerful impact on the way managers think.

One can detect a common thread in these concepts. The underlying theme relates to the `scope of one's business.' It won't be an exaggeration to say that he was instrumental in making managers think about their markets in a broader global market context.

In essence, Prof Levitt is probably the first management thinker to define business and market in an `expansive' mode.

Those who heeded his advice reaped the benefits.

S. Gnanaharan


Letters to the editor and contributions can be sent by e-mail to:

More Stories on : Letters | People

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Leveraging India Post's strength

Mumbai unfazed
On separate paths of standard evolution
A fair definition of fair value
Disclosures about exposures
Opening the gates to property
Baby steps in conflict zones
Reforms hobbled by politics
Unfixed relationships
Resilient Mumbai
Agni mission
Levitt's passing

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line