Marketing myopia

This term that is now used by marketers was coined by Theodore Levitt in 1960 when he titled this way an article he wrote for Harvard Business Review. In this paper he outlined some influential comments on the short-sightedness of companies' management as a result from too much focusing on their own products, without attention to wider array of aspects. The paper suggested that managers should not confine themselves to narrow understandings about current business opportunities, but pursue future perspectives and think outside-the-box.