What Business Are You In Again?

Date: 16/06/2015
Author(s): Villanueva, Julián
Document type: Opinion
Languages: Spanish / English

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The fundamental question famously posed by Levitt remains as relevant as ever: "What business are you in?" How you answer that question reveals much about your true orientation: "producing products" or "providing customer-creating value satisfactions"?

Bibliographic citation: Villanueva, Julián, "What Business Are You In Again?: Theodore Levitt's classic advice on marketing is worth revisiting in this age of product-focused customization.". IESE Insight 16/06/2015
Reference: 10.15581/002.OPI-3295 (DOI)