Organizations That Believe In The Uniqueness Of Their Products

Article Student’s Name Institution Affiliation Main author's argument Theodore Levitt's main argument is that ‘business will do better in the end if they concentrate on meeting the customer's needs rather than on selling products.' In this regard, he indicates the businesses fail business they fail to satisfy the immediate needs that were core to their establishment. For instance, in the case of the railroads, they stopped growing because they did not address the need that they were established to satisfy letting other players come into the industry, fill the need, and take away customers. In this context, they defined their market niche incorrectly by identifying a railroad oriented business rather than a transportation-oriented business. Evaluation of the argument Strengths In the article, the author emphasizes organizations that believe the uniqueness of their products present automatic growth opportunities that would promote success usually do not recognize that the dependence on the belief could cause their downfall. The main argument places much emphasis on four fundamental aspects; the population myth, no competitive substitution myth, faith in mass production, and the preoccupations regarding development techniques and scientific research. As regards to the population myth, Theodore indicates that as the market of the product continues growing, the management fails to plan for the future because it assumes that the growing market indicates the potential of future success. In this context, the management tends to focus more on expansion rather than product marketing. It becomes more of selling rather than striving to satisfy th...