LAST Insight

What Business Are You In Again? 

Theodore Levitt's classic advice on marketing is worth revisiting in this age of product-focused customization.

Villanueva, Julián

Date: Second Quarter 2015

Tags: Theodore Levitt, globalization, proletarian, homogenized demand, economies of scale

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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"?
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