His five forces model (described above) made the Harvard Business School professor world
famous and is still widely used.
Theodore Levitt(pictured right), Marketing Myopia (1960 Harvard Business Review
An organization must not define its industry (or business) too narrowly, or it will:
miss market opportunities.
lose business to companies that it didn’t even realize were competitors at all.
For example, an oil company should see itself in the energy business, a movie studio in
entertainment and a railroad company in transportation (to deal with
competitors like gas, TV and car companies).