WHAT BUSINESS ARE YOU IN?
By: Levitt, Theodore,
Harvard Business Review,
October 2006, Vol. 84, Issue 10
THEODORE LEVITT (1925-2006)
Levitt carried his practical approach to his tenure as Harvard Business Review’s eighth chief editor, from 1985 to 1989. He was at the same time one of HBR’s most intellectual and most populist editors. He understood that the magazine’s main purpose was to serve as a kind of sophisticated translation, clarifying authors’ raw-–and sometimes rough-–ideas for impatient, time-pressed readers. In both his writing and his editing, he epitomized HBR’s standard of tireless practical engagement with ideas.
Advertising: "The Poetry of Becoming"
March–April 1993
The Case of the Migrating Markets
July–August 1990
After the Sale Is Over…
September–October 1983
The Globalization of Markets
May–June 1983
Marketing Intangible Products and Product Intangibles
May–June 1981
Marketing Success Through Differentiation--of Anything
January–February 1980
Marketing When Things Change
November–December 1977
The Industrialization of Service
September–October 1976
Dinosaurs Among the Bears and Bulls
January–February 1975
Marketing Tactics in a Time of Shortages
November–December 1974
The Managerial Merry-Go-Round
July–August 1974
Production-Line Approach to Service
September-–October 1972
The Morality (?) of Advertising
July-–August 1970
The New Markets--Think Before You Leap
May–June 1969
Why Business Always Loses
March–April 1968
The Johnson Treatment
January-–February 1967
Innovative Imitation
September–October 1966
Branding on Trial
March-–April 1966
Exploit the Product Life Cycle
November–December 1965
When Science Supplants Technology…
July–August 1963
Creativity Is Not Enough
May–June 1963,
republished August 2002
M-R Snake Dance
November–December 1960
Marketing Myopia
July–August 1960, republished
September–October 1975 and July–August 2004
Cold-War Thaw
January–February 1960
The Dangers of Social Responsibility
September–October 1958
The Changing Character of Capitalism
July–August 1956
