Marketing Myopia

  O​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​ne of the most famous concepts in marketing strategy literature is “marketing myopia”. The concept is as relevant today as when it was introduced by Theodore Levitt more than fifty years ​‌‍‍‍‌‍‍‌‍‌‌‍‍‍‌‍‌‌‌‍​ago. Give at least one specific example of a company that fell into a myopic trap. Explain why and how this happened and elaborate on an alternative route the company should have taken.