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What Business Are You In? Audiobook
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This Harvard Business Review (HBR) article focuses on Ted Levitt’s classic question, “what business are you in?” and what are you doing about it? He provides the classic example of why the Canadian railroads succeeded in the mid-twentieth century while the American ones faltered. The Canadians identified their business as transportation unlike the Americans who narrowly focused on being railroads. The Canadians expanded into air and bus travel, as well as hotels and resorts for people to stay at on their trips. The Americans stayed focused on their railroads, missed these other opportunities, and saw much of their base business wither away.
This audiobook includes six best-selling articles by HBS professor Ted Levitt:
- “Marketing Myopia”
- “After the Sale is Over”
- “Marketing Success through Differentiation of Anything”
- “Production Line Approach to Service”
- “The Globalization Approach to Markets”
- “Creativity Is Not Enough”
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About Theodore Levitt
Theodore Levitt (1925–2006) was American economist and professor at Harvard Business School. He was also editor of the Harvard Business Review and an editor who was especially noted for increasing the Review’s circulation and for popularizing the term “globalization.”
About Deaver Brown
Deaver Brown is an author and entrepreneur. He is a graduate of Harvard Business School, and his books include Crucial Conversations, Presidential Wisdom, George Washington: Farewell Address, and numerous others.