Theodore Levitt
Encyclopedia
Theodore Levitt was an American economist and professor at Harvard Business School
. He was also editor of the Harvard Business Review
and an editor who was especially noted for increasing the Review's circulation and for popularizing the term globalization
. In 1983, he proposed a definition for corporate purpose: Rather than merely making money, it is to create and keep a customer.
. He served in World War II
, received his high school diploma through correspondence school and then earned a bachelor's at Antioch College
and a Ph.D.
in economics
at Ohio State University
. His first teaching job was at the University of North Dakota
.
In 1959 he joined the faculty of the Harvard Business School
. Later that year, he became world renowned after publishing Marketing Myopia
in Harvard Business Review
where he asks "What business are you in?", a phrase that demands one account for the significance of the job one does.
through an article entitled "Globalization of Markets", which appeared in the May–June 1983 issue of Harvard Business Review
. However, as a NYTimes article notes, the term 'globalization' was in use well before (at least as early as 1944) and had been used by economists as early as 1981. However, Levitt popularized the term and brought it into the mainstream business audience. Between 1985 and 1989, he headed the Harvard Business Review as an editor.
He is the author of The Marketing Imagination, and is a best-selling author whose works have been translated into eleven languages. He is also the author of numerous articles on economic, political, management, and marketing subjects.
Harvard Business School
Harvard Business School is the graduate business school of Harvard University in Boston, Massachusetts, United States and is widely recognized as one of the top business schools in the world. The school offers the world's largest full-time MBA program, doctoral programs, and many executive...
. He was also editor of the Harvard Business Review
Harvard Business Review
Harvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
and an editor who was especially noted for increasing the Review's circulation and for popularizing the term globalization
Globalization
Globalization refers to the increasingly global relationships of culture, people and economic activity. Most often, it refers to economics: the global distribution of the production of goods and services, through reduction of barriers to international trade such as tariffs, export fees, and import...
. In 1983, he proposed a definition for corporate purpose: Rather than merely making money, it is to create and keep a customer.
Early life
Levitt was born in 1925 in Vollmerz. A decade later his family moved to Dayton, OhioDayton, Ohio
Dayton is the 6th largest city in the U.S. state of Ohio and the county seat of Montgomery County, the fifth most populous county in the state. The population was 141,527 at the 2010 census. The Dayton Metropolitan Statistical Area had a population of 841,502 in the 2010 census...
. He served in World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, received his high school diploma through correspondence school and then earned a bachelor's at Antioch College
Antioch College
Antioch College is a private, independent liberal arts college in Yellow Springs, Ohio, United States. It was the founder and the flagship institution of the six-campus Antioch University system. Founded in 1852 by the Christian Connection, the college began operating in 1853 with politician and...
and a Ph.D.
Ph.D.
A Ph.D. is a Doctor of Philosophy, an academic degree.Ph.D. may also refer to:* Ph.D. , a 1980s British group*Piled Higher and Deeper, a web comic strip*PhD: Phantasy Degree, a Korean comic series* PhD Docbook renderer, an XML renderer...
in economics
Economics
Economics is the social science that analyzes the production, distribution, and consumption of goods and services. The term economics comes from the Ancient Greek from + , hence "rules of the house"...
at Ohio State University
Ohio State University
The Ohio State University, commonly referred to as Ohio State, is a public research university located in Columbus, Ohio. It was originally founded in 1870 as a land-grant university and is currently the third largest university campus in the United States...
. His first teaching job was at the University of North Dakota
University of North Dakota
The University of North Dakota is a public university in Grand Forks, North Dakota, USA. Established by the Dakota Territorial Assembly in 1883, six years before the establishment of the state of North Dakota, UND is the oldest and largest university in the state and enrolls over 14,000 students. ...
.
In 1959 he joined the faculty of the Harvard Business School
Harvard Business School
Harvard Business School is the graduate business school of Harvard University in Boston, Massachusetts, United States and is widely recognized as one of the top business schools in the world. The school offers the world's largest full-time MBA program, doctoral programs, and many executive...
. Later that year, he became world renowned after publishing Marketing Myopia
Marketing myopia
Marketing myopia is a term used in marketing as well as the title of an important marketing paper written by Theodore Levitt. This paper was first published in 1960 in the Harvard Business Review; a journal of which he was an editor...
in Harvard Business Review
Harvard Business Review
Harvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
where he asks "What business are you in?", a phrase that demands one account for the significance of the job one does.
Role in developing the term "globalization"
He is widely credited with coining the term globalizationGlobalization
Globalization refers to the increasingly global relationships of culture, people and economic activity. Most often, it refers to economics: the global distribution of the production of goods and services, through reduction of barriers to international trade such as tariffs, export fees, and import...
through an article entitled "Globalization of Markets", which appeared in the May–June 1983 issue of Harvard Business Review
Harvard Business Review
Harvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
. However, as a NYTimes article notes, the term 'globalization' was in use well before (at least as early as 1944) and had been used by economists as early as 1981. However, Levitt popularized the term and brought it into the mainstream business audience. Between 1985 and 1989, he headed the Harvard Business Review as an editor.
He is the author of The Marketing Imagination, and is a best-selling author whose works have been translated into eleven languages. He is also the author of numerous articles on economic, political, management, and marketing subjects.
Honors and accolades
He is a four-time winner of the McKinsey Awards competitions for best annual article in the Harvard Business Review; winner of Academy of Management Award for the outstanding business books of 1962 for Innovation in Marketing; winner of John Hancock Award for Excellence in Business Journalism in 1969; recipient of the Charles Coolidge Parlin Award as "Marketing Man of the Year," 1970; recipient of the George Gallup Award for Marketing Excellence, 1976; recipient of the 1978 Paul D. Converse Award of the American Marketing Association for major contributions to marketing and recipient of the 1989 William M. McFeely Award of the International Management Council for major contributions to management.Death
Levitt died at home after a long illness. His memorial was held at his favorite tennis club. He was 81 and was survived by his wife of 58 years, and by four children.Books and articles
- Creativity Is Not Enough, Harvard Business ReviewHarvard Business ReviewHarvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
, 1963. - Thinking about management, 1991, New York : Free Press
- Levitt on marketing, 1991, Boston, Mass. : Harvard Business School Press
- The marketing imagination , 1986, New York : Free Press (New, expanded ed.)
- After The Sale Is Over, Harvard Business ReviewHarvard Business ReviewHarvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
, September–October 1983, p. 87-93. - The marketing imagination, 1983, New York : The Free Press
- The Globalization of Markets, Harvard Business ReviewHarvard Business ReviewHarvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
, May–June 1983. - Marketing Intangible Products and Product Intangibles, Harvard Business ReviewHarvard Business ReviewHarvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
, May–June 1981, p. 94-102. - Marketing MyopiaMarketing myopiaMarketing myopia is a term used in marketing as well as the title of an important marketing paper written by Theodore Levitt. This paper was first published in 1960 in the Harvard Business Review; a journal of which he was an editor...
, Harvard Business ReviewHarvard Business ReviewHarvard Business Review is a general management magazine published since 1922 by Harvard Business School Publishing, owned by the Harvard Business School. A monthly research-based magazine written for business practitioners, it claims a high ranking business readership among academics, executives,...
, 1960. - Marketing for business growth, 1974, New York : McGraw-Hill, First ed. published in 1969 under the title: The marketing mode.