Discussion forum: marketing myopia trap; not a formal paper

150-250 Words

Please see the YouTube video titled “An Introduction to Theodore Levitt’s Marketing Myopia” before responding to this question: 

Theodore Levitt left a stamp on marketing strategy when he coined term  “marketing myopia” in his article published by Harvard Business Review  in 1960. More than half of a century later, the important message still  resonates in today’s marketplace. Give at least one specific example  of a company that fell into a myopic trap. Explain why and how this  happened and elaborate on an alternative route the company should have  taken. 

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