Electronics
A mobile device company that believes customers need a smart phone when what they really need is access to computing, communications and networks from anywhere.Durable Goods
A manufacturer that believes customers need air conditioners when what they need is fresh, clean, temperature-controlled air.Energy
An oil company that believes that customers need gasoline when what they need is energy.Transportation
A car company that believes customers need cars or self-driving cars when what they need is transportation.Entertainment
A television firm that believes customers need TV shows when what they need is entertainment and information.IoT
A technology company that believes that customers need a smart home when what they really need is things like safety, convenience, privacy, energy efficiency, information and entertainment.Farrier
Farrier is a profession closely related to blacksmiths that provides hoof trimming and shoeing for horses. In the 19th century, farrier was an common profession and business. The industry went into decline with the growth of the automobile. In 1900, a blacksmith or farrier who defined their business as "repair services for travel" might have seized new opportunities such as automobile service centers and continued to grow for many decades.| Overview: Marketing Myopia | ||
Type | ||
Definition (1) | A firm goes into decline due to a product-focus as opposed to a customer-focus. | |
Definition (2) | The belief that growth is assured by continually improving the same product. | |
Attributed to | Theodore Levitt | |
Related Concepts | ||
