Summary:
This work is a research project, in which we try to correlate the term of
Marketing Myopia with the philosophy that one firm follows, always guided by a
capable leader. Specifically, through this study, it is understood that the
absence of capable leaders, who will be able to communicate their vision to
their employees, may lead a firm to impotence perception of changes in the
market (Marketing Myopia). This results in failure or even in the immediate
collapse of such enterprises.
In the first chapter of this study, a complete definition of the concept of
marketing is given. Then, the role of the marketing strategy to the successful
and profitable course of business is examined. Furthermore, the various
components of Marketing Mix (product, price, place, promotion) are analyzed and
at the same time, the importance of the process of market segmentation in order
to achieve better orientation is identified. Finally, the term myopic marketing
is referenced.
In the second chapter, leadership and its role in the business strategy are
analyzed. In other words, the various theories of existing leadership
characteristics are listed. Moreover, an attempt is made to analyze the
categories of leadership behavior patterns, and in the next paragraph the
determinant role of effective leadership in the workplace, is clarified
(Effectiveness of Leader). In the last paragraph of this chapter, the study
focuses on the existing philosophy about the creation of leaders. Companies
examine methods, by which they can prepare the workforce for the development of
their leaders.
In the third chapter, the case study of General Electric (GE), which is a prime
example of a successful company due to its capable leader Jack Welch and his
successor, Jeffrey Immelt is researched. Specifically, we examine both the More
specifically, examined both the period under the leadership of Welch, and the
period after, where the leadership held by Immelt.
In conclusion, by exploring these two periods, it is understood that the
indisputable leadership of Welch contributed greatly to the successful
development of GE, by avoiding, throughout the twenty years of his career, the
adoption of myopic marketing.
Keywords:
myopic marketing, leader, strategy, marketing mix, role of leadership
