Levitt Case Study

2798 WordsAug 22, 201012 Pages
Harvard Business Review July-August 1960 • Shortsighted managements often fail to recognize that in fact there is no such thing as a growth industry. MARKETING MYOPIA By Theodore Levitt Every major industry was once a growth industry. But some that are now riding a wave of growth enthusiasm are very mueh in the shadow of decline. Others whieh are thought of as seasoned growth industries have actually stopped growing. In every case the reason growth is threatened, slowed, or stopped is not because the market is saturated. It is because there has been a failure of management. business. The reason they defined their industry wrong was because they were railroad-oriented instead of transportation-oriented; they were produetoriented instead of…show more content…
3r0To6cb8el)xTc029.80. 1c20(l7) 0.8 e0c(o4,sen1t 07(.0w)1T01e(js). T0 3T76(l) c( ie9.0T /0F z1/0F. 010T.f0 Ts0f.37T6Tc(Tz/F0.OT0700co0j)90,j.()30.)c8.s0Tc(02 67T T(Iw105 8T25T0c(ecT j3")0T 2c.3(1)4.Tw-0a. 72T0.c( exsa)7 T(fj) .Trespn)1si2hTB6230 T8r0 0 cT.0(l) T9.5090j3.i910.000cT 280 Td0. 0 Tw9 .0Tf0.61(Tc,)r 0 0 c(,ra]ilTBT3 Tr0. 0 Ts0.608062..68d;0r3Bhaj)0002e(\ d 8T 31 . 1. 5(n Tcxp iKl i'. T T0. ( e T4 80 0t153 0 2 .iEnlej iEe) Tj4. 20Tc(jioint)537oint)5(e)T6iTr9g3o3 in r 17 cw37 c(nieh.0 4b96 rg1Tj3.3300.Tese.)01(63.0T0.Te0607T 2 .2( ) j4d 2 w r 0 c Tcw0 3 (f Tsi fi ) j4 2 Tw0.583 T5.461 60Tw0.150.T)Ti0 d0 0 Tw9c( deTz/F0 Tc(T72T6.TfT50 s037 c( 86 w129.120 6(e) Tj3a)90,Tc() . a) Tj0. 0 05 .0Tj0.000TlTc() 0. 0 1038 0.480 Tc4(s))6Te4T83(T1.T)9T10)Tc(, 1 67 ) j el j469 w 6 c6 a ) 10 31 Tj hi\ nls) Tj5.708Tjkn b213)Tw0j.5103o(4)TcjT1fo40e. Td0. 0 Tw9r.0 0 870. g1Tl190 Tc0190.480 Tw0p( deTz/F0 10. 0 Tf0 Ts0.376 Tc(2867 Tw140. 0 Tec( ) Tj3.0 Tc(,) .0 9 a) Tj0. 0 xa42 i)j1iasohie) Tj4. 20 Tw0 .265 Tc87 0. 01o09(n) Tjst:iloi>0.
Open Document