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Theodore Levitt
(1 Mar 1925 - 28 Jun 2006)
German-American economist and writer who spent most of his career since 1959 at Harvard Business School. He editted and contributed to Harvard Business Review, in which his his most famous article was “Marketing Myopia.” Also a prolific author of books, Levitt profoundly influenced modern marketing thought and practice.
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Science Quotes by Theodore Levitt (3 quotes)
Ideas can be willed, and the imagination is their engine.
— Theodore Levitt
In The Marketing Imagination (1983, 1986), 127.
Nothing drives progress like the imagination. The idea precedes the deed. The only exceptions
are accidents and natural selection.
— Theodore Levitt
In The Marketing Imagination (1983, 1986), 127.
The oil industry is a stunning example of how science, technology, and mass production can divert an entire group of companies from their main task. ... No oil company gets as excited about the customers in its own backyard as about the oil in the Sahara Desert. ... But the truth is, it seems to me, that the industry begins with the needs of the customer for its products. From that primal position its definition moves steadily back stream to areas of progressively lesser importance until it finally comes to rest at the search for oil.
— Theodore Levitt
In 'Marketing Myopia' originally published in Harvard Business Review (). Reprinted in Harvard Business Review Classics: Marketing Myopia (2008), 66-71.
In science it often happens that scientists say, 'You know that's a really good argument; my position is mistaken,' and then they would actually change their minds and you never hear that old view from them again. They really do it. It doesn't happen as often as it should, because scientists are human and change is sometimes painful. But it happens every day. I cannot recall the last time something like that happened in politics or religion.
(1987) -- 
