CounterPoint

Jewelry Industry Suffers from Myopia Theodore Levitt, a noted professor of marketing at Harvard Business School, wrote a classic entitled Marketing Myopia. In it, he described the fundamental question every industry faces and too many times ignores: correctly defining the business from the consumer’s perspective – not the producer’s, not the manufacturer’s. Levitt gave a prime example of an industry that failed to think this way – the railroad business. It was an industry with acute tunnel vision (excuse the pun). It saw only tracks, rails, locomotives, and stations. It failed to view itself as a part of the wider transportation segment. As a consequence, railroads had no technological strategies to deal with the coming of automobiles, trucks, and airplanes. What has this to do with the jewelry business? The connection occurred to me as I listened to the speeches at the o
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out