Many don't see the value in constructing messages that link sustainability efforts to customer values, which leads to one of the biggest challenges in sustainability marketing: sustainability marketing myopia
Factor-market rivalry, factor-market myopia, marketing myopia
, competitive blind spots
First, it prevents us from falling into the trap of marketing myopia
where we may be locking ourselves in a dying industry.
It looks like the perfect time to attack old-world constraints and incarnate a new universe of sorts that addresses all affiliate marketing myopia
the industry has suffered so far.
As Theodore Levitt famously wrote in "Marketing Myopia
" in the Harvard Business Review (hbr.org): "The railroads did not stop growing because the need for passenger and freight transportation declined.
Many green products have failed because of green marketing myopia
that can occur when green products fail to provide credible, substantive environmental benefits, and has led to ineffective products and consumer reluctance.
Kotter; "Marketing Myopia
," by Theodore Levitt; "What Is Strategy?" by Michael E.
Theodore Leavitt, in his 1960 Harvard Business Review article, defined "marketing myopia
" as the inability of railroad executives to comprehend that they were in the transportation business--and that their competition would increasingly come from airlines and trucking firms.
His landmark article expounding this theory, Marketing myopia
, appeared in Harvard Business Review in 1960 and is one of the most requested reprints from that journal, having sold over 500,000 copies.
In a stroke, the new competition has been devalued by use of administrative vision that owes more to marketing myopia
than to the tournament title Twenty20.
So it is that mass market retailing has gained an important new competitor--and Kmart has once again proven that it has lost the marketing myopia
that characterized its activities through the 1970s.