Business strategies under the new marketing myopia perspective

Abstract

The new marketing myopia portrays companies that focus excessively on the customer, neglecting other stakeholders' demands that can transform the market and lead companies to failure. Although this discussion is present in marketing literature, researchers and marketers miss trails to identify new marketing myopia. This study aims to analyze business strategies under the new marketing myopia perspective. Qualitative and descriptive research was undertaken through a multiple case study of five South American companies acknowledge by Forbes for the customer orientation. This study demonstrates the companies' difficulty to equilibrate customers and other stakeholders’ demands to define their business strategies.

Impact of Personal Values on Political Consumption: The moderating role of interpersonal influence in social media

“…Finally, recent studies highlight the role of the personal values in order to affect B2B transactions (Manosso et al, 2021). Future studies can expand the political consumption literature by examining whether organizational buyers boycott sellers who adopt myopic positions regarding stakeholders' social and environmental well-being (e.g., Delapedra & Silva, 2021).…”