2003-11-22
VISÃO DE MARKETING. Sabe o leitor qual é o artigo de marketing da Harvard Business Review mais vendido? Trata-se do clássico "Marketing Myopia" de Theodore Levitt que aqui se resume: "In order to ensure continued company growth, executives must define their industries broadly and take advantage of growth opportunities. Four conditions usually guarantee the self-deceiving cycle of bountiful expansion and undetected decay: the belief that an expanding and more affluent population assures growth; the belief that no competitive substitute exists for the industry's major product; too much faith in mass production and in the advantages of rapidly declining unit costs as output rises; and preoccupation with a product that lends itself to carefully controlled scientific experimentation, improvement, and manufacturing cost reduction." A grande vantagem dos clássicos é que são sempre actuais.
