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Myopia or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and efficiency myopia. Companies displaying one of these three elements are clearly distinguishable from innovative firms which embrace the marketing concept in practice and which have a much broader scope than is required for a single business sector. In order to overcome myopia and become innovative, the following is recommended:
? Companies should hold a generic view of themselves and of the industry in which they operate
? Companies should also take the crucial step to monitor other industries
? Benchmarking should be conducted
? Marketing staff should be recruited but not necessarily from the same sector
? Companies should be flexible and seek unique solutions...
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