As quoted in Oxford dictionary, marketing myopia is - "A failure to define an organization's purpose in terms of its function from the consumers' point of view. For example, railway companies that define their markets in terms of trains, rather than transportation, fail to recognize the challenge of competition from cars, airlines, and buses. It is therefore necessary to define the needs of the consumer in more general terms rather than product-specific terms." The basic motive of every company to get into business is to generate revenue and profit by selling their products to consumers. Although most of the companies claim to be consumer-centric, very few of them actually deliver goods demanded by the market and the consumers. Companies want consumers who will stay loyal to their products no matter what. But what is the organization doing to cater to the consumer needs? Is it producing commodities that are demanded by the market? Is it taking any effort to maintain healthy relationship with their consumers? Just like in medicine, myopia refers to short-sightedness, marketing myopia refers to practices that are nearsighted rather than far-reaching. Marketing myopia means a company implements strategies that will surely give them short-term profit, but which fails to overlook the long-term profit. This type of marketing focuses on what the company wants, rather than paying attention to and delivering what the market wants. This in turns builds a culture which is difficult to change and results in irrecoverable losses, and along the process the company reputation is tarnished. Theodore Levitt wrote and submitted a paper with the same title in a journal Harvard Business Review for which he was an editor. Every now and then, the growth of a company is threatened not because of the saturation of the market, but due to mismanagement. Marketing myopia can alter the company's practices to a large extent if managers stick to producing what the company can, rather than what the individuals are willing to purchase. One of the main causes of this problem is when organizations puts in effort to develop marketing strategies for the wrong target group. Consumers in the market have different perceptions about the advertisements, since they come from different cultures, age, group, and sex. For some, the promotional technique may be offensive and hence the company will lose out on that particular group. The failure of an organization lies at the top management, the executives are the ones who deal with the policies and rules. Companies such as Sears, Xerox, IBM, Kodak, and Dell were affected by marketing myopia. Now that you have some basic tools to guard yourself from the thorns of marketing myopia, apply this avoidance tactic in your business. Don't let marketing myopia disrupt your success and accept changes for the betterment of your organization.