The term was first used by Theodore Levitt, an economist and editor of Harvard Business Review, who is also famous for the term ‘globalization’. Management gurus define marketing myopia as a company’s short-sighted, temporary or narrow-minded approach while marketing their product. Companies need to adapt themselves to the changing market. When a firm changes its marketing focus from customer to its product or the company itself, it is also called myopia. A classic example is Hindustan Motors, which failed to change with the economy.