Business strategies under the new marketing myopia perspective

The new marketing myopia portrays companies that focus excessively on the customer, neglecting other stakeholders' demands that can transform the market and lead companies to failure. Although this discussion is present in marketing literature, researchers and marketers miss trails to identify...

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Bibliographic Details
Published in:Revista Pensamento Contemporâneo em Administração 2021-06, Vol.15 (1), p.107-121
Main Authors: Freitas Delapedra, Ana Tereza, Domingues da Silva, Juliano
Format: Article
Language:English
Subjects:
Customers
Descriptive research
Failure
Food
Marketing
Myopia
Natural & organic foods
Online Access:Get full text
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Summary:The new marketing myopia portrays companies that focus excessively on the customer, neglecting other stakeholders' demands that can transform the market and lead companies to failure. Although this discussion is present in marketing literature, researchers and marketers miss trails to identify new marketing myopia. This study aims to analyze business strategies under the new marketing myopia perspective. Qualitative and descriptive research was undertaken through a multiple case study of five South American companies acknowledge by Forbes for the customer orientation. This study demonstrates the companies' difficulty to equilibrate customers and other stakeholders’ demands to define their business strategies.
ISSN:1982-2596
1982-2596
DOI:10.12712/rpca.v15i1.48604