Marketing Myopia

Read Marketing Myopia, an article written in 1960 by Theodore Levitt and published in the Harvard Business Review.  Read, reread, and consider the ideas advanced by the author.  Do you agree?  Disagree?  Are his ideas relevant today?  What are the strengths and weaknesses of his arguments?  The goal of this assignment is for you to critically assess the ideas advanced by the author using your own knowledge and experience to justify your position.

Clarity of argument while having a focused, concise presentation is key to your success in this assignment. The main themes put forward by the author should be addressed, providing a critical analysis of the hypothesis and the data used to support it. 

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The critique should include an introductory paragraph briefly summarizing the article and a concluding paragraph briefly summarizing the student’s position on the value/accuracy/relevance of the article. This assignment should draw on materials from the assigned readings and discussion materials, in addition to external materials, your past learnings, and your experiences. 

These criteria must be met when submitting your article critique:

  • The report must be 1-2 double-spaced typewritten pages. It should be free of spelling errors, be grammatically correct, written in full-sentences, and contain full words (no shorthand, emoticons, etc.).
  • All materials must be referenced using APA style. Efforts to reference academic sources located through the library is encouraged.

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