Technology Myopia

Chezy Ofir and Robert J Thomas

Chapter 2 in Finding Wisdom in Brand Tragedies:Managing Threats to Brand Equity, 2023, pp 17-37 from World Scientific Publishing Co. Pte. Ltd.

Abstract: In 1960, Ted Levitt published a classic article in the Harvard Business Review titled “Marketing Myopia.” In the article, he criticized executives for being shortsighted in how they viewed their business. More specifically, he chastised them for defining their business by the industry they were in, not by the customers they should be serving. In a similar spirit, many firms have become shortsighted in how they manage the rapid changes in the core technologies that impact their products and services in meeting customer needs. This, coupled with the consequences of fast-moving digital technologies on the entire business, can quickly make a firm vulnerable to the risk of technology myopia…

Keywords: Brand; Branding; Brand Equity; Brand Positioning; Brand Tragedy; Brand Failure; Brand Catastrophes; Brand Image; Brand Loyalty; Brand Strategy; Brand Marketing; Brand Awareness; Brand Knowledge; Brand Likeability; Brand Preference; Brand Loyalty; Brand Building; Brand Manager; Brand Management; Product Management; Marketing; Market Segmentation; Customers; Customer Journey; Consumers; Consumer Journey; Product; Advertising; Digital Media; Value Proposition (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2023
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