What is marketing myopia?

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.