HBS Mourns Marketing Legend Levitt

"Theodore Levitt, the renowned Harvard Business School professor who coined the term “globalisation”, passed away on June 28th at the age of 81. Dr Levitt joined the Harvard Business School faculty in 1959 and fast established himself as an icon in the world of marketing. In 1960 he penned a groundbreaking article for the Harvard Business Review, titled “Marketing Myopia”, in which he argued that most companies put themselves at a disadvantage by defining their missions too narrowly..."
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Source: The Economist