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“Marketing Myopia”

Years ago, Theodore Levitt, a marketing professor at the Harvard Business School, published a popular article entitled “Marketing Myopia.” Many people in business today, despite not having read the article, subscribe to the idea. It is that companies should define themselves in terms of broad industry perspective rather than narrow product position. To take Levitt’s … Continued

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Fellows

  • Europe

    Hawrylyshyn, W. Bohdan

    Dr. Bohdan Hawrylyshyn was born in Koroptsi village, Ternopyl region. Before the end of World War II he was brought to Germany, where later in refugees’ camp obtained secondary education.

  • Nafta

    Duncan, Jack

    Dr. W. Jack Duncan is Professor of Management & University Scholar Emeritus in the Graduate School of Management at the University of Alabama at Birmingham. Jack also holds appointments as Professor of Health Care Organization & Policy in the School of Public Health where he is a Senior Scholar in the Lister Hill Center for … Continued

  • Europe

    Oosterveld, Jan

    Professor Jan Oosterveld, professor of entrepreneurship at IESE Business School in Barcelona, retired in March 2004 as a member of the Group Management Committee of Royal Philips Electronics, where he oversaw corporate strategy, corporate alliances, and two joint ventures with LGE.

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