~ Harvard Business Review Sustained growth depends on how broadly you define your business—and how carefully ‘you gauge your customers needs wuwihbrod BesT OF HBR1960 Marketing Myopia by Theodore Levitt lecuded with this fll ax larvard Busine: Reviow artic 1 Arise Summary ‘The Idan Briet—the core idea “The ea in Practice—putingthe idea to work 2 Marketing Myopia 15 Funher Reading ‘Alrtofreated materials wth annotations gue frther exploration ofthe article's dest and appliewions eprint ROW7Linc bushes you ely see ‘Pov bon Sonar om es rodicsarseesanndes ne ierfaedeoae ear ue anand topped gronig My Neb ‘aus people ner necéecrengot (ar arpaesthea vasporaon red. ar ness snged gins becuse ‘aad aare movtoflbse ees Taverne ou at Ieyworente eas at "angen buses hyve er esas pig poductiseat fern cea Teo any than ‘erie ae ite pring thers ke obscene Hower comnunsrewtnryour Campany Cencerrae onreing fomesiee te ten sing psu ‘lat pe nhac est ening oneri=and ele tecnica row towtocrae aneve-ssasng ayof peau tal sppsed oc femesangconiuouayenged trate. Ouponthd reece more tes reefogmpiovetan pant inghinotoearenatocs Marketing Myopia Theldeain Practice Weputcurbutneum sritafobezence “anon sap any otheeung mye Mh chneveranpecagindere ath ‘ctpoplaton i esis growth \ihenmartr separa ween a suneumson nee tominkrapratvay ovtourbvsnees next weet tarde tha sey by mpeg on what ete atx cain Te consaverce Wen. eaethe ieay of raheg a presets fnberhanocosng heats pai iyh2- Theis no compete subtte ferourindso/imaer pre Bloang stetourpoaicanvene asrsercor Compines nineties mone tanetomontie ow mover oten by sale eee cmp th ae fog ncutomer nas nro epost ph Wecanprotectouneesa.gh ass reduction Fewof usm site osecatte nase pcs ta cane vwthseepy deg untcos Buesng ormas puto pases ou co paryoeatven we eee mp yh eects std lg met wise cur growth nes Ma x= fies teheughprosie we maybe terptedocanae ut compas ne Anetechalogy ate tan tec n+ sages remainecsd on 59Sustained growth depends on how broadly you define your business— ‘and how carefully you gauge your customers needs. Best oF HBR 1960 Marketing Myopia by Theodore Levitt Weaieasninonahenan HBRarcle ts help ‘ine Jounin we snot una tout nce ove oplesof aout pirat ks veczbuary bees lnrtorinaar eveywete somes 8 Dontntarethey conten acritethe mrss ‘een ecriaal rice Nos imperarc ure manager nage ton ey co uses. reetetn esin esi pe we se ‘Suesin anew "aartng Myon the quis bg eR piece ni Theodor Li wa was then rer in taiesstaminsitln abe ara ie Sebo, noe amas ust, "What buses ou real nP ane ‘ath hector ha had aoud ents Seen tems burg inte anspor siete tantra buns ty oulsnavecontnsedts gion Taree Imuchabowtertey 3 i about met at Io izeduced be mes sual are loescfbepetleanye ta bse Wit bem im Be end fey concerto mee ingeumorsrs neds ethane gee usar yep wn MKiSy very mar industry was ore a growth dry Bt some tha reno rng ae feowch elm ae very sch fn the Shadow of el. Oto tha though of {seasoned gronth indsis hae acl topped growing. In evry ce, thereon gomth stated sow orstoppedmt esas the mac setae is ere Uherehas been fare of maniemet. Fateful Purposes ‘The fale it the tp. The execu sponsibe fo the saa are base ‘ho deal wt road es an ales Tas "The rrods didnot ap poving base the eed fr panenges ad fe transporte on decned That grew Te ads te ik ‘robe today ot bce tht eed ile by oters (trees alee ven pons) burbecase as Sed he ae Foods themes. They I ee ake cureaay fom the Desa they ated {Smaestobelntheon tes at ‘tenth tanporaton ses een the ened he ny incr wa it {boner oad oe int gee tnton erat mere pie ort i Bndetcatoner ened “tno el ape Beg tly sath bytes ately al te ea ‘ied tn companies wet ap se trans Se psp A them at ote nt ene 7 ie tol batbecaie homme Ath {Ge taoa aon! deed ts anes Ince ehoupt narin te mova Bese ester twas acy nthe enero edna Moieped ecye Poe Tah proud sous cnet {Be om be pring ie pose oven ‘Wises Hoyrod sed ented “Votes ve nee arn op berm meray ond “hy TV a Beer shan te ld anon dined ove bones eet a Fa Hlywond been ome ord ‘ig enerinmer ahr a prt ed (mang mois woul he ge rg the ft pegary tat Fe? | Soe kWat ska ted Hewood toacored or sre Was wae ‘frm oor es pode, sd esos ‘whos pevous sucesso a er tnaed i ot ave compance top gor Bog. “ert te ei obs capes doves tac ave ben ane oo eninge inte res yinprpey einige Dee Sl canoe tem na Iara ane por ad toto Re om may Delp show ‘he thocuplcomerarnte manage de en cot kp sont ny ow. ine ater te obo operant ne Decree anh eo a lsh hve bern avin ev tne. Tre na a ie Theedontensenginepohaer Ponede Nemours an Cmpuny and Corn Gensnsiinactons Gls Wes Scelnscetoopour Bacar hae ge teen compe fretatocostcotbes ae 6 The pdt eveon fans Tings Hogemntiay tone atin dosent [oneeetgrapoen eer ato mee ty ec ina venton Faces (cena nd poe cei an tb he Ne Egan compan tt he beens though masrted? The DuPont aethe Coming ave suede et pray beaut ofthe produ rea onetaon but becuse thy have been thresh ee tomer anid ain ts coat eth fax oportnis to appt theta ow ow tothe crest of tomer es thn acon or te prodigious etpr of ‘est new probs Wino 3 ery phat ‘ad ee onthe cutomer mom of te ae ‘rogue mle hae Been wo he sale tod el “Azim has also coninued tbe 2 eowth nu tanks he ers of 0 Warimeereaed companies tht deterntly set shout venting new cusomesatshing ‘es Wht Kater Akeninum & Cher Ccorpradon and Agymcis Mets Company, {he ttl demand fer alumi day woul evasive "ror of Ans Some may aru that foolh ost the xan of agi ik num or the mvs off gant gs Ar not tluinum and glassy versa ht ‘he industries ae ound ave moe rth ‘oppor than the alton andthe mo [SP Ti vw commis precy te ero 1 hve been tain aber ceinesa stry ra pret oa caste feo ha 0 a rely a4 to parent i premature ener fence, When ie mention "ioe? We Should mabe sre we mean tarepration™ ASteaporters the oat live god ‘hance for vey conser growth They af fo inked Yo the aloud buses 3¢ sah (though in myopia, al tnepration potently 2 much stronger transportation Imecium tani geeraly bee. "tthe areas lack mo oppor tut some othe manager imagenes nd auciy that made them gest ren 8 {mater Ie Jacques Barzan cn wt tbking when be S41 grieve oe the oe danced phys and Seal ranition of ‘hela erty go own nay dace or uk ofthe sme comprehensive imaging ‘hat al i up Wha aking] the wl the companies o survae and to sy the public byimetvenes ans” ‘Shadow of Obsolescence Iistmpasibe se mension sng mse ir lusry tha ioe atone ie gully oerage spetion of “owe fs? tn ‘eheate th ty rasumed rena 3 inthe praca unchallenged rupert Ieepndut There sppenesto Bem eee sett for wai a ron bt. forte pout 9 tenga re laced Yet one afer anther ofthese ee bated dues bas come unde a had eo ok ey ae ore of he, sy vin rope na gf wo garment imagine being aly se 10 ge ther clean sefely end esl. The Boor was fon Ye ete we are 30 yous ae the Boom Sse and heise a uoube Woe ‘asthe competion sone fom? From abeter tna of ain? Ka. at come fom 9 ‘het ee ad chemical ales that hee {he begining. Lurking inte wings a ead tonal chemical dry eleanigtoaly oboe Ise powerful magia, leans, est Utes This ls another one of those rupposdy name products thie harbeenentronedons pce of nine gow, When te ineandeceat Lamp cane log Aeon: gts ere nse. Late, ‘ratetel andthe eam engine wer cut ‘bboy the Sexy elas ney, Sod jt plan eay sala of eer mo- uss nae exangare a the ome ete ered into # museum of eecrie gad How ean anybody mis by iesing inl tenth osompeito,ething Bat growth 1 aso liso que comforting A sre of monly companies ae well ave tnd developing powetl chem {al fil cl ish cold of ome Bien Sls of ety nome sent ingot eee power Tbe docu oes tut vugarze © muy nehtorbods woud be eliited. So Serve serptios dng norm Ao om ‘he orion slr ewe gla plneeed by novuuity compunses Who say tht he ules hae no compet tia? Tay may Bena monopolies Mo, bet oro they may be nual deaths Ts old his poset they too wl ve to de lo fel es nergy, and aber pw soures To suv, they theses wl ae to atthe oben of wt nw pedis ‘Grocery sores Many people find hard resize tnt thee ver ua ing erase fen ir a tear: sore! Toe spe Iarket took over wih apowefl effec es. Ye the big fod chs of the ane unl escaped being compiey wiedot superar The Gx gerne sperma ‘na opened in 93, i Jama, Lng lan 319s supermaes were singin ‘emia, Oh, Penngyani and cewhee et the elses chain pompouly lewd ‘hem When hey short ot hen nt etn such ceive desrons as "heap “hors andbugsy “encevbarel sreheey fap" anduntieopporuast “The eect of one big chain sprout ope wl dive for me to shop for os fractile the peional eve has hoe pected ant which [tbe consumer ne fusomed"® AS Ite as 136 the Natl Jere Reta Grocers Asodason sith eas hing to fae. They ad hate supe ‘aow appeal to te pee buyer ited Sar of Cer mart. They havo da oe flee around. When itr canes thee ould be wba Hgudstons st olame be partly defo thee noe. People waned coment eighbothoed goes. If Be elenbornoed moves would Seep wa Usui pay atenon otra and lnpove ther ere thy would be alee eater he competition ult bien oe Tenover blew oer The che des ‘hat aural eu gong the supers Jet busbe Ts ment the neal acon of ther hie Invesmens neo: ore ses adn elie dion sac ‘nerds metbods The compare “ihe cour of thal corveson” rele sckodhe comer nore phason. They ep ‘he pride but th sis ‘AseDesving Cyl Bat_memores stor. Fer exam, ls had fr pope he today eonfdeety hall the sn mesa of sles and ceri to ae how tg: ‘ould posi go wrong Wh tbe gallorne lndusces They probably a cannct chowItis hard for people who hail the twin messiah of electronicsand chemicals to se how things could possibly go wrong with these galloping industries. 4 eatonably sensblebusbespeion could hve been 3s myopic a the famows Bown milla wh ea inthe ent cory alten seteneed isto per by sipultng hat hs ete be ee invesedexclasiely neler sueterseeut- ‘hes Hi posthusaus dca, “There wil ways be a bg cemand freien uehan ‘eansporton ne cosltion his, ‘who stan by pumping aie at ace ‘mobi Ring satin. ‘ena eaal sre 0k among 2 up of neigest bases exces rey Naf ged tat would be bara el bes boing he exes eee the exons Inst. When Then eotored them eh the Bozon steer eran they chose twamoay "Tats fee Bt 1 et the sean etl? Tntruth here osu hg asa growth ie hy, belive. There ae oly comps oF fuled and persed eet sn apa: fn poweh oppor Indes tat a fume thems eng some automa ‘owt escator ivaraly ces io sag ule. The Noy of ery dead and ding “owt nds shows acing eee ot bounifa expacsion and unt day. “Tere are for enone tua par weensae: “The belief tht ont assured anon panding armor fen poplin: 2 The Bele that shee no compete subse forthe due sma prot Too mac ath inmassproduon ain the advantages fray dng ui eo soup is “4 Proccepatin with a prod hat lends eet carly conoid etic smenutin, impverme, and manucng Com edacton Tal ike now to eam ath of thse condtons in ome al T ule my ese a oy a poss sa sre the pois ve efecto te indus peceu, Stools, and elecrons fas on Pe troloum in partic, bese pans mare ara were vee No omy do these thre indus fave sent repations wah the general pus anda enjoy the con ‘ence of sopisied inves, but thelr management ve became kno fe ese thinking nase ancl oto, ‘rode seach and managemen ting If -Marating Myopia test or WER 180 obsolescence can ip even thes indus, iecanhappen anynbere Population Myth ‘The bebe that profs are asured by an ex pundng and mre alert popu indest he eat of ever nary taker the ee the apprehensions everbody ances Bly els abou he ftuse consumes a Taupin and cio buying mare of jour Drodet oF seve, you can face the fre nl considerably more confor than the ‘mate were sviking An expanding mare ‘aes the mansfacer fo ving ok sey ardor imaginatvely ining san fell respons 0 problem, the the 2 fence ofa problem las to the strc of thing Your predict hasan astray tspanding matey hen ye il ot Be ‘Bochehought to ow wend ‘ne of he mat reeing nme of thi 's provided bythe peoleum indy. robe ems abouts grow tte ney et tends to be opine. ‘Butt beieve ican be demons that 's undewoing a fundamental jet pia! shange. mt only ceasing Bea gow Industry but ay actualy bea decining one, reste to other bunts. Alsou thee Is widesprend unawareness of his, coneehabe tat In tite, theo insty ‘nay find eal n mh these poten e€ fetospective ghey that the calteads are ‘now it Despite sponering worn desk ping and. spying the presentalae ‘eth of invesiment evaleton, ex oye relaions and in woking with deve ping countries the pevoeum bases _heresing example of how compinency and enghescednets can subbor covert ‘oppor ina nea dase ‘One ofthe hats of hi ant ter Indes that have belle ery sorely ‘the benef consequences 0 an expacing poplin, wea he sme tee hing tere prod or wich thee ha appeaisd {oben cmpettne subse, ba Ee tidal companies hae sou edo sompetors by knpoving on what te re a reey doing This makes ese of cous, ene ses tht slr ae td fo te cours poplaon sing, ease the easomer eanThehistory ofeverydead and dying “growth industry shows asf deceiving eee of boul expansion and undetected decay compare products oy oma tere by etre ise belive 2 seta, for emp, hat ot le jo Raker seat Pee ke ‘sens anos Cina ba the olny ane Amyting rely outing 1 cee a tind fs produc Not ve pode ‘ovement fat showered sel wh em Fence The gate snl improvement the Aewlopmene of tee estcame fom ‘uti the nda, specie fom General ots an€ DuPonc. The bi cots sad by eh inusy si contd 1 the techy of of let, o production, ‘dod retaing. “Asking for Trouble In her word he Fe ‘woeum industry’ eos have fossed on roving te fice of geting and makings ‘Produtos realy on inproing the gece ‘Product ors matkeng Moree, hit ‘Prod: has continual bem ded inthe arowes posi teras~namely, gasoline, fot energy, flo Wanspraton Ths at tude has ipa ssa tha ‘Major impoverents in guste gully tendnortocrgate inthe ody. The de ‘elopment of superior akematve fel a8 ‘nom outset a indy. 2 be pani mutipunp gsctine stars, wih thei ascot empha om ge and clean lays apd and erie vey serie, and gully ezine alow res. "Tus te ol indy Is asing for tou from ecier, Soone ea ths ad of ong ives sa npr ab sure to come The poss 0 thi wit be ome mar appre! when we tr the et ‘ngeous bale of many managements For these a cota, because second be Te ed sve to he Bt sal oie vnthtne rae ample ‘The idea of tndispensablity Toe peto- seam née srt mseh coined that there Sno compete abut rit maior roduc gsline—ay thr that ll oninuetobe a cervae of reo uchas (dese fel or kerosene jt fu ‘There tof automate wil thnking ‘nis asso. The sou tha most = fing companies own huge amounts fee ‘ise Thee have le np thee ‘aie for products io whl an be on ‘ered Hees he tena Bele nth on ‘bug conten supe ef uomae ‘made fom cade ol. "Ts idea ests espe all Mors eo ene agit 1 The evidence tot shows that oll has nee been a sopeta product fe ny purpose fr vey ng ba that he nus has nee really bene oh us o.Rare chs bea ses of dere ‘snes hat have gone tough to uu itor eles growth mat and ea ‘The nays over sual owed oa sis ef miacuns exapes fom al obi acy, of isimite and snepeced pees om tal ater ences of he pester Paulie "The Penile Petroler.To Chars, | shal ich inony the main epdes Fest, rade of was arpel pte meine But even before tat fam ou demand was [peat expanded bythe se ofolintersene Leape Te ponpect of lighting the words lamps ae ft to an excaragar promise of iromth The porects were af ost the industry sow Ald or gain ober pars of he werd 1 an htly wa forthe Udedeveloped mans ge aca ia every sue In the ay of the Herne mp, tbe ot companie competed with ei eer and sol gst by ego lnpoe the Hae ‘ling characters ofkersens Then so ely the imposible huppened. fon ir ented a Hg tat wa aly ndepedent fom erode ot Hid not been rhe owing {We ofeosoe in pace heer he ead (Sos amp wou te samp ae St govt Insy at at tine. OF wos hive teen goog ree thnae ese “Then ésseant reprieve sack aa Two pea innovate eer eneng Ibe of indus. Fis the sue ep eno coauning domenica sgtems made ie pce hea oboe Whe the usr reed lng came He mest mag fest bos tthe teat combustion ing lived by ose. The, when ‘he progous expansion fr gun Sally ‘egal! athe 35, ang came te riclos espe ofthe ctrl heater, (nes aan theesae was proved ly anoIf thinking isan intellectual response to a problems, then the absence ofa problem leads tothe absence of thinking sae’ enon apd development And wen that marke weaene,wartine dean fr son fos cameo ne eee Aer the the expansion of cian aston, he ie season of avons andthe expe de ae forcast uc ep the ys ‘Bown nigh eat Meanie eae ol eating—ehose ‘wom potent a oly een been Calne Into sere competion fom ‘aural gas Whe te ol cmpanie there ‘ees cmed the as bat now compe wih ne othe busy ala agate the nak wal gst reson or hat 0 ths cay (Bealyprofed from ts ens omnes. Tat [Be sooion war ade ty nen fone tension computes tat marker’ the oduct wth an agzeseeoeThey sated maze nee I, saga the eee an then agus he esac be ‘lompanis. By the lng of te toto te 98 care panes theses shalt have mace te as revlon. They no ony cvned the 3 hey lb wre teeny people exeiened ia hare ‘ing ebbing sn wig and be ope Die emereret in pane techy an feanmison They 286 tnéesood beating oben Bt pry Beas they kw that Futura giswou compete wth the om le ‘of besing 0, he ol sompaispoohpeokes {he poten gu The lon a Sally sare ol ppb executes who abe te eid ther own compates © 10 Ba, {i and ogni he specail sucess Sees cane pally ele tthe aco aes the ater didnt goo gas tn fon The mukblondalar base that thou hve Bn hes went o thes. AS ie the sendy was inde by noo preoeepation wi pec producto he ‘loos eres pid rm ateton (otscusomes tas nes and pete. "Te pester ea havent wibesed any change Inedtely afer Weld Wat no fof sry was ey enconraged shut eh {tre by the pd ners mane OS ‘rational ie products n 959 mst cone "oah thea of ene ol rsrve 10 oe: sande ewok wa soe 30398 10 104 bing Usually cnsieed a vewonale woking rato in the United Sates booing demand srt of explorer seach fr moe wht suficent regard to what the ire = By poised n1953 the "inthe Mie Eas thea ried to 40 If eos ditions to ees comtous a the serge ‘ef the ps ive years (7 illon Nal a ua hen by 7 ne eer wl be Spo cto Th sundance oo hs eae fed ero and predict pict al oer the fd much consolation oda nthe ple panding ptnenemla inst, nother ct Single that dot orgnte intelesding fess equate’ to sno 4 Gy volume) of te demane forall pexolees prods A ‘ough he pesocheal uss power pected oro by about 0 per en hl fil constion. Parhermor, while pee heme products are many and rowing Import remember that tee ae nenpe trleum fou of te bale mat, sud cal Bess, «otf puss ca Be produced wi relat Iie i A s00 tarrelperday ol reSinery is row consicred ‘the alte minimum sz for eflency. But 1 Soo0bureperday ehemial ant Is a sant operation, roth indy. as roe bys an a nays mincleusy sve by npvaons and velopment nt of own malig Tere ‘Sn has ot ron ns smoot progres rote ae fom the pouty of compe ve soe the produc une out be Infor and moray subject fo bles cece Unt oy exsaline (fr oe ul ane ow has escaped hs ae. Bu as we shal see Inter etcomaybe on iste. "te poi of his thal thee so guar antes sii product olen. com pany’ cwn research des ne mak a red Seok, anothers wil: Uns a nds ‘spell Sky, ll hs Been uel no ‘Seay god nase of re guest flues, a the comer grocery ches he, as mest of the big neve companies beThe bes way for 3 fom tobe ek 5 to rake i ow Ik. That reas rowing sina maker 9 busines wissen On othe [out eoemer of tis knowledge i et produ, Production Pressures Pet of epi detning uit ons 2 ost Fes ismore than mot companies an wualy "ess. The pet poss ook spectaa Alfio buss on production. The ress (hat marking ges pete Jot Keane Calbrah ostend that just tee opoiteecin! Outpat 9 podoes tata efor concerts on ying get id fi He ay thi aerounts sig commer fia he detection of the courtside wit vers lg nd ther waste 08 ak ‘pe pate: Calrah hat» Snge on ome thing ea bur be mes the sea poe as proacton does ined generate eet presi to"pave the prod But wha st ‘Mavketg, more sophisiated and emer proces gigs "The dferenceEeween maeting ands tng le mae than seman Seng caso ‘eee othe ly aeeting a he neds felers pol t comer te produ io ea, rutheting win the ee of tingthe 5e the umes by means ote product ard ‘the whole ater ofthis soca we ng eterna ay consuming ‘nas prouction hve been so poe tht ‘opmanageneat inefe:has tithe sles pareent"You et of i well Woy about rf By cont a rl aegis fim res oe valeting ood ad Seve that consumers il want. What Rote fora incur not ony the gees produ or serve but ao baw It made alibi toch cater, what fe, when, dee what candtons and a what terms of ede Mot nporany what eos eae Aerie ot by the seller bat he bye. The lle takes es om the baer in ach 3 vey tht he post barre a oneguens the marking fo, nx vee er. ‘ag in Detro Thi may ound ke 9 mena rule of busines, ba at dos met seep foe bing vated wine ice ‘sily mote vated shan honors Take he Here mss rose fmt nou 9 nord and a the ges pac on he ne sce The indus has Meche tune to the ets regemen of te = ua ode etange, ply that maker cos tomer osennton am epely pene eta, Conquest the ito companer nly spent milion of lic on eo facteanar ling welin there seein Ase that aro vat eect he Jong tne fet es wht some fly wanted Eero wat aot ann at Dele wanted anything diferent fom wot they Had bee eng ut eo mio of stones tober salvar mantcre Ht col his erbeenaieag behind ere sumer wars fave been perpetated fr 50 Tong Wy i ot research va onset preteens ore consumer” iin ick Sone theme eva he ct that ot nha consumes sero find ot {ore the fc what gol appe? Thee ‘ver & that Cie reer ray revearieg stones warts only eared he pee {renee bette the Kd of ngs al ‘Rady decided to fer them. For Deo ‘any produc orened, nt easomer ‘ized as tng nods tha he malar shoul uy to sey, Dot esl ats as the jo can te done ently by. prct ‘hagas Cena ssemton gt pie 98 aig to, bi tat scone more oi {ashanto ele the omer tu. ‘As for talingeaeof her caster needs, there Is ot enough Being done to wete out. Te as ofthe geste enaiied ‘eed re noe a be et eps {enon These a the poi of lean ot {he mater of etomouve rep a le ‘unc, Devoe vews these pole ae 3 ‘beng of econcary porns Tat ude ioe bythe et that he rllng ands ‘ing ends of ts Indus ar neler owned nd opeted nr contol ty te mame ture One te ar pode things are prety mach nthe dealers adegut ans uaz of Ceo amstengh tide ‘the ct tha, hile srg bi enarmoat Snessimuleig, pofebulg epponan‘The marketing effort is still viewed asa necessary consequence of the product—not vice versa, as it should be ‘es only 570 Chel’ 700 ees prox ge nig maicenance eve. Mowe eepeedy exes the satin facon wih servicing and thelr appeher- sons aboot buying cars under the eset fellng setup. The antes and. problems they encounter dicing the auto being and ‘alnenance process ae pobtly more ‘eose and widespread today than many yeas te. Yet te aatle companies 30 ot ‘emt ete too ae hr cuts foo tbe Srathed consume they do lien, as ethrough the fier fe wm preseespe ta wih poguctan. The marketing ets Sil ewe sa ecesary consequence oth produto ce ves 5 sou be That [ethe egy of mas routine se och we tar pod ess eset Joven fal production What Ford Put Fst The oft ue of mass production bout has plac inthe plas End atraegy of busines anagem bt Imus aay flow hard tining abot he ustomer Thi sone he mas importa Icom we can lex fom the contadcory ebevioc o Henry For in ese Ford wat ooh the most rian anche os senses. maker in Ameian history. He was seo Tess becouse he refused og che eatomes snything bt ssc sr He wa bla be ‘ase he fashioned pofucon gem: de signet st aret nes We baal cee Irate hin fr the wong reason: for is production ers Hi veal gens was ma ‘ring We tink he wa abe fo eat sein rand therfce ell lls of $550 reuse is inenton ofthe aserbyEnehad seduced th cos actualy invented thea ‘ery ie ease he had conde hata ‘Sco he coal sll millon fears Mass pro cn as thereat the casos pees Ford emphases peated beta stionefpoducioncreted busines anes sft ear the pet eon be ut. Here is his opersing ploy 8 be ee pres sichete ‘Oupleyistorsiceshe pee ener ie cpeatns and mp be acl You vl roe heen of recone st. Winho not carat ay css a 6. Tver ecm pen othe nh lve moe lel ee Then snegoahensaneeytomaeepes Wee rx bate abou the cons. The sew ice Arcestecandown Tema uy ‘sie theo ng hen eee the pe ardattouptatrees may beseech ‘eranonsereitsretscenteinte bees Sense tease ht ary se 9 owe theca ta youtatyo ares rand testa greeshen ear e firmer reporter ste nem cseaneurst scone atenat for cos ae cay ced nce tows whats cx ough tobe One the woptascoveng. strane: reese low tote cirang/n be pactothe ihe ftprecy Te ow pce mies enbsdy 9 rps Werte mow cor fees conenng manvcwing 2° slg ‘a tsfoced rete Pan yar nebo esseynvesigten| Product Provncalsm.The_abalag oft pobes ofa nit radu cst ‘ay be the mos seriously seeding th ‘ude that can afi a company pricy 2 zoe company, where an apparently 36 sre expansion of demand eendy ens to lndernise a proper cncea fo the impor tune of marktng and the etre "Te ual eso oft aw peeps thn wh eal concrete mater ta ead of owing he indus ddines eas ly meas thatthe product fa to apt {he covtaly ctoneng pater f cnet res ad tases 0 new nd ned mate Ing instuens and pacers oto product vwlopmenss in competing or complementary Indus The indy as ts ees iy ‘on sont specie product hat does neta ow it beng ade cto "The dass example oft the sey hip indir No amu of pot inprvemere ul ae fr dent eters. ath the Indus defined re as being inh spor talon bones ther tan nthe Bay wp unas, mp hae sure woul hae done what sve slays enaib—shat & ‘hang Even ha nly define buses Strong + rimslnt or ea fn en. gy sure, igh ave sued y become lng 2 manufactur of 5 fn bes oF a sleaer. ‘wat ay some bea sil more asic ample age elise Hang eth 1 teal marlon opportunities om i re fleing tual gay a8 sexy mentioned,iste fs and jet engine leben), oe trol expect ito have taken ep eve fet ee now sel exurdinary new Gee ‘ens fos special deine 9 ower autmaes Net ely ae tse ee pment ancerred in Gens ult ttle inden, bet petoieum 8 nos a> ‘erat going hem, secure come in Iswedded bso OL she sory ofthe ker ‘seme Lamp vets the feanesent amp all ‘over again O1 tying to improrhyoca> ton ils ther than ceeop any Fe bs Sued the nes of ter wr, wth ot ‘ot ade ferent was and win dierent ‘mater fom a Here are sme things tht nonstln companies worn: More than» doen sch fr now ae vanced necting models of eneay ses ‘ee em pete replace he inte tal combustion ege and enna the ‘and asi. The peor met tech these Stems & th elmitn c ‘ue timeconuing and ating refsing ops Most ofthe ems ae fel ok Signed nce elect enety det fom ‘hele nowt combustion, on of hem toe chemist ate not derived fom ol rary yogen ad enn Sve eter companies hive adansed smodel of dee orgs bates designed to ower auton One of thee an aera rode ht working ost wih reer ‘eee uly companiet. The ltr hope 1 ‘se open geen capac osu or niet plain batery aeration, Another Compara using ebay approach is 8 ‘rede elecones rm th eens salouery experience that i aeveoped nection wth work on hearing als. is folsborag wih an autondble mana turer deere impoveen arin fom te eee fr hghponered miniature powe 8 ge plas oes have pu swt ech a eae sal barney capable with ‘tanding st ontade or ste 9 power ‘Germann dod aplatons and bates ‘sing snr ple ap el eal ch gues promise to make areelton nour er Solr energy conven tens ae 0 eg nreasigateon. Ope wally ea ‘ow Det sua ecutive cel vente ‘that solar poneced crs me be comin by 50 "Ar the ll companies they ar mateo tes -wathing dovlopne ae ee Secor ptt ome. A few ae ing a of ‘esearch on fe ell Bu ths reach a ‘moe lays conned eden els pow ‘rey hyatxarbon chemias Neo hes (Senthil researng uel ally bate es or solar powerplants None ofthe ‘pening a faction as uch om eeach ‘hese profound impor area a so the eal rapofthe mal hing Ine eng ‘oostion chamber depots in gaiee> (Bacs. One major fered pelea come ‘ary recent took a eat ok a the {el and enced tha altiugh ae comp ‘les ace woking on cet ele nate este eng ad mage fs impute too temo to wae ‘don owes" ‘One mig of cure ash, Why shoul the ct companies do anything ferent? Wook ‘ot chef eli bari or a my Kl the present prod nes? Theat See that they woul ded and hat pressely the aan for the a Sm hing to develop thes power ans before the oper deo they wl ot be companies ‘vans anid ‘Manggemest might be more Mel 0 62 sat needed forks on prsenation I & ‘thought of elf beng i the energy bas ese a ve hat let enough per Ses in iproning tel in the naon gibt Is tig product orratin 1 has to ak of el a Uling car of eunomier ned, sot finding ef, or even lingo Once enn hints oft snes 3 aking ae ‘5t peoples tansoraton nee ating an Sop f fom erating fs own oxrangay rable ove Creative Destruction since words are che ard ees ore dea maybe app {st lndste wha thsi of sng ales and less to, Let we tate be ‘ing: the casomer. ean be shown that rmotritssrongl et the bother, dey, {nd experience f buying gel. People a> {aay dont buy gas. Tey anne ee tate ly appreciate yo ally ot Wat they bay isthe right emis ding the care The gas sate se wax nectar to wom people ae completo papa pertIbis not surprising that, having created a successful company by making a superior product, management continues tobe oriented toward the product rather than the people wie consume it eo ashe pie of wg the care TH ‘abs the as ston basal unpopular ‘tron, canner be made popu oe Pleas, cates upopul es pleasant Reding fs wnpopary compete ears lating Nobody sax oesta.o. (eens plenty chet ene Nobody kes 0 ier a ep obey a por prod ot ‘en fom a hanome Adon ot Hee ‘enas Hence, compas tha e wrk 09 ‘roc uel eb tht wl imine he ‘sed foregut weg ae head dey {othe ousted ams fhe iat tex They ring a te of ea ne eae hey ae ceaing something tat technology spear 6 mare piste becuse they a ating a power cur ‘ore nee They ae a eigen sand poten. ‘nee the peleum companies recognize the easonerstisying lope of what nother power em cand, hey wil 2 hat they ive more cbae aboot wrkmgon sn et fen ing using fal some yo lie eng resent fi wut bothering emo for) than the ig fed chairs hs» eee about ing inc the sopemares sine (be vacuum tube compares bad 2 coe shout making semlseaucers Fer thelr owe 00d the of is wl have to deszy thle fn hight professes. No arnt of stl thinking can sve ther rom heme Cosi of engaging in ths orm oF rae seston” pe the need as rong sts because ne manage st make gute an et foto break fel om fom cones ‘wes alto ea ih ay ae ape fora ontpany or edu oe seas pose become dred by the economies of odoin andi deel dangers op ed product erento. nor mage en ts elf tea its the Seen of sinking of tel 25 prodecng ond and ses rox customer sao. We roby wl nat descend tothe ep often ts sespeope "You get ick 1 wel wer about ORS? ea, thou Snowing be PEG prety that for mi withering decay. The histor ie of ‘he ont nae another as been ‘Suede preduct points, Dangers of R&D ‘Anotter bin danger to # Arms comied transi bythe prot possi of techn ‘el esearch and Gvlopmet Tutt, Shall tum it toa new Ineutry—eleon leemandthensetum once moretotheo8 om panies By comparing a iesh etme with falar oo, hope to emp the prev dence and icone oF atau Way of sinking 'Marting Shorhange nsec ole trai the gees anger that fete amore ous ew companies nhs eld nt ey onee pe enegh tenn oesarch and ‘elope bt hat thy py to much terton to Ad hetht the ater le tronic eve tr amines thei hey temps on eh eearcitcomptely be Sethe ot They have vale unc on Anudden est of usual erg ne cep thereatonen tio Hets Abed cet tnsbece taped vialy ntareed mar Tet of mizary subi and by mtr odes ‘that may aes cual peed the eas ence of lies ma he reas The et aon fas in ther wed een airy devidefmariingetor “Tus hey at growing up unr condtions that ome dangers ost eating the F lus hata superior rod wi sl a ‘Goering ta Roving ceed acess fal eompny ty making a spec pred, ‘management conte o be oveted toward {he prosumer hen the pope wh cone Sune I elope pos that come Sed grt a maner of eam pode Innoeion sa mprveren 1h number of theron enon andsasanisbelet "Because electron prods ae Nighy complies ap sopisated, managenens be tome topes nih engine and soe ‘Thireresesaieletne basin iver oteeaeh and prdution a the expense of marietig ‘Toe organization tends vise as maine ther iter than as stishing customer eed Mastin gs teed aa esl 2 thyme ee’ that ms be dane aoe ‘he ial ob of produ creat an produc ‘en weomplaed, 2To th sin fr of pod raerch, velopment and production waded the it Inver of ceaing wh conto varables‘gncrs and sli are at home in the ot of concrete tings Ihe machos test {abe poducon ts, and ven balance ‘Sect, Tw abarctons to whch hey fe ay re tse tht ar esa nip Ble nthe laboratory of nt testable, then fanctoal sch a Fc’ avloms shor, the managements ofthe ns gameungroh ompaiestenttofator basins avi hat Tend thomstest caret soy experiners: hn, ad corre har praca eas of theta the shop ante books. Wat ges sorchnged ae the eats of tbe mare Consumes te upreditabe,v- etl spi holed, subband ‘evel botnet Waa ee ‘Beer managers, et dee de halt ‘ocousoeh whs theybliee And his “soa for hele corseton on what hy ow and what they can coto}—amey, rout resa, engineering, and proto fon. The empha on rodctio Dees pares atrave wlan the produs can be made a Gelning ui oss The bo sot ining wy of mating egy ts By ‘ling the pln fla. ‘The lopbeaySieneereinengpetion vinta fs many eactons companies ort esnably wel today because hey ae ing int nem ors nhc neared Services Rae ploneeed vil sued mar ets The companies ain he ee0uspos- to of having oH, 26 fn mares of ot Inang 0 dcver what the easton neds and was bt of having the eistomer volun ‘ary coe ead wih see ne pode ‘Seman fa eam soot ad been 3 ‘ged spec 1 ds a bases sina tion eelated spree the emergence 2nd Ing viewpoint coud ot have produced ary ‘hing beter than the codons us dered ‘Stepchild Treatment Theol indus is 2 stunning example of how sclees, ehns and mas podunon ander ante (up of compants fromthe ma ts. fhe extent the consumer si a all (whieh i at mu) the focus oeer on ting information that designed to help ‘the ol sompanies improve what they ar nom ‘doing. Tey try to dicover more conning ‘adveting themes, ore elev sales pie tool dives, what the macht shares of ‘the various companies are, what people ke ean sn EEN HOU 3084 ort shot serie sation cele andi ‘ompaties ants forth Nobody ses > terested In probing deeply lato te bese Phaman nett the indatry mig et Ing to sais as In probieg Lato the base oper ofthe ra mate ta he cm punks work with i tng to deliver cr tomer siicions Base questions about culos and mar ets selon ge asked. The ter oecuy 2 Stepchild sta They ae recognized as ex Ing 25 having to be take creo, bat ot twrch ey mish al how or dedated ae tenon No oll company ges ast about theeuomes a isown bazar abow te fll the Sabra Dee, Notg lass este the net of matting han ts tea rennthe ney pres. "Te cement ae fhe Aeron Ra: ‘eu ate Qurery, pled in 199 to celts the dlzovery of ein These, Penryhania vane 2 are aces po claiming the rcs’ ree Only on of ‘he taled ou a achleret hes Ing andthar ws ont apres serie sation architect as change The {su ao conte a pci section "New Heian? whieh wa etd showing the ‘magento would payin Aer ture Every refrence as eal opine ti newer Impling once tt mgt hve ‘ome mr carpeting, Even te reece to Homie energy was 2 chee catalog of be fl would belp make atoms ery a 05 ‘There vas noe ng aprebenion that he indus’ tivence igh be thexned or 4 sagen tt one "nes Noo mii i ‘ode new and borer way of serang ls esrtcusomes Date mon eveing exnge fbewep- dese chat araing ge ssl ae ‘terse aes of shor. artes on “The Reoltionar Potato Een” Under ‘that beading sit of ails appeared in eta of coast * lathe sexeh fox Of" + stnPreduaion Operations” + sinaetney Proce 1 *tPbele Open Sipuemy eery one of the indus nao enctina ses ed et mati {ng vn? eke ks ele that electrons bis noevolionary potential fr pcleum snag (whch ppl wrong or thearhtog yop sor Waa 862 tor fogat to dass matting (whch ove Leland usrate seed a). “he orden hh te our fnctonal ree ‘a ged abo ber the alan ofthe ol Indy fom the oasume. The indy nll defined at begin wit tbe search for oll and ending was divbrion fom the ener. Bathe eu eems ‘hat he indy begs withthe needs othe storer for is rcs ros that pial p= Sin ts deiton mores steady bck seam {9 areas of progessey ser inporaree te ay comes ora the earch or oo The Begining apd. The view thet 2n Andrey is emomesitsying proces act 1 goods reducing process vital fr all besnetepople undertand An indy bas ih the canomer and hls or Bet needs na wit putea arawe mater or feling sien the eames ned, he Industry develops backwards ft concern Ing el with te pytildeery af eu tomer sttacons Taen# moves back f= ‘her to crating he things By whi these “sfetjos ae in pare achoved How these Iiateril ae erented sa mater of alle. ‘oe fo the este, hee the parc form of manag, roening or wast hve you cannot be conse a. ial a+ pret of the indus. nal, the insy mover bck sl farther to finding the sat mae necessary for makings products The bony of ste infu ore t= sea ete seach and evelopment ‘hat he cers who ocapy the hgh exec tive postions are oly ercene when cemes 10 ting the emparies’overl bee und purposes Tey vole the eo ‘hls f th sctifemetbo: being sae of fn defning Wate companis' prostems and then developing tezable hypotheses about ‘ing them. They a lente oly about he convenient hing ch boar ad oduct erperients "The eusome andthe sition os ot te deepest need) ot const beth prblen—not bese the ay cern Be Tirta no mck problem exes bt bec unto Mtie ha condoned are tterent to lock inthe cpponte deton, ‘Matetngsaepehd 10 at ean chat sing nord Fa ftom Bu seling ga rt matkeng AS sbedy pied ou, sling cancers ial vith he ct and eenigus of geting peo Fle to ehange thet for your pod. [ot souered withthe value that te change al aout And des not as male ing tasty does, view the ene buses ose consignee ef fart to dine ree, aos 2d ty toner ne The eutomer somebody “ot "Shere oe prope cunning can be sepa ‘ied on hirer noe change. ‘eal ot een sling gets much se si insone technology minded rs Be cue tee ia viol gunaned mat forthe shunant foe ofthe new prods, ‘hey do ot actualy know wha el met {Esa they Ined in a planned econ, ‘moving et products outely oss try {ot et The auc concentration bn prods tends to coon them ofthe ‘oundne of what ey ave been ong 2nd hey a ee the gathering oud ve he rat us than7s yer ago Ametian aiods en joged a fee Topy amore ante Wall Streeters Euopean monary invested in ‘hem heal tral wealth was thought 10 te the beatin fr asybody ho could ‘eager ethos cart pat tne ra focks No other fom of anspor: tion oud compete wi the raoas ‘peed, ally, drab, onan, and ‘Forth een. ‘A aces Bazan pt By thea of ie cerry tas neato, an inage of man, rena code of hoy, uc of pone, 1 uray of bohood dese, «sulin top, sre mos solemn mactine—pee 10 the fend hexe—that mart ie epochs rmansife* en aftr the abient of automobies, wis and lplanes the valle Qeoons talnednpertrbatyselonden. 1 you uc tol hm So yas go that 30 ea hey woud be fa on te acl broke, end piending goverment subd they woul ve tought you tly emeted ach af ture as spl ot oni psi Ras ft even dcusbe sje, or an aable fietion of rane that any fa Per would conser wrth pecuiting about. et a [eee iane nator ow have mera eapance—for example the Kes of 100%tubes of meal moving smoothly though the ic 29000 fet above the eat ded wh too sane and a exes asta aicking ‘mara thy ve deat el lows etalon ‘iat pele mus other compass do toyota ite? ht des custome on ton ini? These queso have Fst bere anmvered bythe preceding amok rays woud ake another ace 0 stow inci bat sequiedtorspec indus: Ina cae shud be obs hat bang an efecive canomeroriented company ee Sales far mote than good ifentions er Fo. "atonal ks inte profound mes of map gelation an leads Foe the ev let me mee get wht pp bese poealequerer| "Tee Vice Fel of Greenest. Obey the company at to do what sural de mans hast adage tothe requteents of the market and sto d fone her thar later But mee sural a 0 apie tion Anjody can survive is Some way ot tes even ee sd oe bm The to Srv gall ofl the suring impale of ommerél mastery: not jus to experience {he mee sel of utes alo have te ve ‘erates ofeneprnsutl gates. No egaietin can ache rene ow igre wo tae onary 2 plating wile seer A ear hasta ve 2 ion of neu vison tat can pode ‘ager fess a a pubes In ES, the lowe arte eusomen. oreo proce thse custoresthe em AMaratng Myopa= ber or HR 1H dea (nd everyting meas and eg) Ino every ook en ery af the erie tin ba to teow the nd of Ea hat exces and mines te rope in Oterws, he company wl te mee a series of pigonbole pars wh ro ‘ensaldatng sese of pupa of det. Tm son, the ofaniates mt iam thik ft noe a producing goods ors es but as Buying atone, die te things Dut wil mae peopl wart todo but ‘usin Ande ee eu a the sean responsly freeing em forme, tle wept Ch st, ts pation The ehef eee ms sete fompanys syle ts deston and soak ‘Thismeans knowing preci wer bea se ants to go ar mang ue he woe en ‘acon ents ava of where that Ue Tis a fis requ of eases our {ey ader known where ing yr ike ihre Ifa toad olay the chief cae might sl pki cate and go ag ‘novgataon doesnot know ose wee ¢ {song does not eed averse tat fa ea eeremonilFeuehedBieybody ice son enough ‘eam Eee a tern ic Piao neers dn ESSeaote ener epi ROUTE ‘Tooniey ee the nos age rel Booaasans6 or s7847500 srgotosmmnironsHarvard Business Review & Joone For ans Bunes eve oes tn ‘verona a025808H6 © 5177880 Soto Fovatmaed and quart aect arbres eve ee, aT 706 rer Marketing Myopia Further Reading anrictes forest SpE sep rie cen een ne Manta gen ovat ats Rew Nachos osutna 9 nce ove es youfoato evga tere nea Row do ou he ery are Inet ov nese Senay gets re fuanincenigh ne vrey fees adbemt casumets weno mary ‘hes seo webs bere ‘rotting larasseatriny ar pones Insc coromeseneds asec ‘Hien 2n aor o-oe matt lesan om ek coms Dok ‘perenne rloncns ou {eta sta yov ney eoranyand “aus ogee nang reltor- Span ongag celatomten ome he ‘stor eats ce eetat conan ‘lyse a rd usres Maran: Understand Wat by ames Andere ndjames A Naw anard Bue view Noverbe-Deceber 98 Proauctra, 98601 ‘rise osamehostor deeming satu posutcand sees aay stork jeu estore Thea eco erdgmneing rake dos sovieson” [Grins thencrng jer tras [ids comamer sabe model Tevake ‘rote eos oss yu meting ees nar mys Byerly ‘caciywnsteutones at youance ‘elo rr fomleretus cr erces nd eterdemonnatenows new leg secure ile Yu ae Dnaprmaningvave meses toyutesor Sri son temo ronan you powder enhancing ou ceaty co by ck Prana ane voeazam Ramaowany Hanan nes Review January Ferany 2009 Proc a R008 fexwstorsiogel eee ou vac tomers cocmste abe wtnyou M3 lec where echnsegy natlescasomes re engage n acne dave wih compe es maealegue eaten conel— nesesmstioduae censure nt salen proces andthe ncton ‘facompanyaco companies Hom rote you cstonerscocesasol valve Joust Enagetien none doe [posal Medion stoner orn ‘ncharune eu Co-reteperanains ‘oerancerwnsusares-—onnefo- ‘st foearpe wou eters aesan ‘hes oon Sol wages ou may ase edo ree terra apps ore Iga bling see esters ror ganing pone'n ne mate,