What Business Are You In Again?
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"?
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