Saturday, December 17

Historical Perspective: Levitt Shaped the Debate : Globalization : HBS Working Knowledge

Historical Perspective: Levitt Shaped the Debate : Globalization : HBS Working Knowledge: "Levitt was dead-on in his view on the malleability of consumer preference, Tedlow said. Before Levitt, traditional marketing wisdom declared it was the role of the marketer, through careful questioning and study, to understand the wants of the customer. Levitt argued that that approach is limiting—you hit home runs by presenting the customer with something he didn’t know he wanted, Tedlow said, such as George Eastman’s Kodak Brownie camera in 1900.

With Levitt’s help, companies today understand that the market is what they make of it, not what they find. "

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