Ted Levitt

Theodore Levitt (March 1, 1925 – June 28, 2006) was a German-born American economist and a professor at the Harvard Business School. He was editor of the Harvard Business Review, noted for increasing the Review's circulation and 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"... In 1959 he joined the faculty of the Harvard Business School. Later that year, he became well known 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 (corporate mission more than job to be done).... He was the author of The Marketing Imagination. https://en.wikipedia.org/wiki/Theodore_Levitt