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THE VIEW FROM NTU PROFESSORS

Shifting the focus from product to customer

Marketing myopia sets in when too much emphasis is placed on products

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Makers of traditional watches have to grapple with new technologies released by the likes of Apple, Samsung and LG in their smartwatches. These serve as connectivity devices in addition to telling time.

NEARLY 55 years ago, the Harvard Business Review published an article written by a then-young Harvard Business School lecturer named Theodore Levitt. The article, provocatively titled Marketing Myopia, warned of industry decline due to executives' own management failing. Mr Levitt said: "It is

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