Consequent to mass production, selling exceeds the customer’s wants as the pressure of the company is on ‘moving’ the product. Marketing, which focuses on value-satisfying goods and services that customer wants to buy, takes a back seat. If, for example, Sonic ignores customer wants and preferences, which will, for sure, change with time, and insist upon selling its current product line, it would have fallen into the myopic trap of production pressures. The mass production of products will be symbolic of driving up profits at the cost of innovation. Entertainment will always remain high on the preference list of the consumer. Data storage and archiving will always be the necessity of the institutions, but the consumer electronics, mobile devices and set-top players will move into next generation versions. In this scenario, the production pressures of the current versions of the products would take their toll on the business. Production pressures decrease the emphasis on the research and development and in words of Levitt (1975) lead to ‘creative destruction’According to Levitt (1975), the electronic industry is fraught with dangers of excessive R& D due to ever changing demands of the customer and changes in technology. In electronics industry, the only constant is change. The electronics firms tend to nurture the opinion that a superior product will sell on its own. Excessive R& D leads to executives being oriented towards product rather than being oriented towards the needs of the people who consume it. Sonic, too, in the eventuality of excessive R& D would surge ahead in creating products that will not only be superfluous, but will be incompatible with current technologies,. What Three Actions Found in the Levitt article Can Sonic Do to Keep from Suffering Myopia.
Levitt, T. (1975). Marketing myopia. Harvard Business Review. September-October
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