Theodore Levitt

Theodore Levitt ( born March 1, 1925 in Vollmerz, Main -Kinzig-Kreis, † 28 June 2006 in Belmont ( Massachusetts)) was a German immigrant and a professor at the Harvard Business School. He coined the term economics of globalization in 1983 in his edition of the Harvard Business Review.

Early life

Theodore Levitt's parents were Jewish shoemaker Boris Levitt and his wife Rachel. The family emigrated to the Nazi period to Dayton, Ohio. Levitt was awarded the doctorate at the Harvard Business School in 1959. Later that year, he became famous with Marketing Myopia in the Harvard Business Review. He asked there, " What business are you in? " (Eng.: What trade are you? ), A set which was significant for his work.

Development of the word "globalization"

In 1983 the coining of the word globalization has been attributed to him, by the article " Globalization of Markets " (Eng.: Globalization of markets ), which he published in the Harvard Business Review. However, in a NY Times article it was clarified that the term " globalization " before, at least as early as 1944, was in use and has been used by economists in 1981. However, Levitt popularized the term.

Books and articles

• Creativity Is Not Enough, Harvard Business Review, 1963.
• Thinking about Management, 1991, New York: Free Press
• The marketing imagination, 1986, New York: Free Press (New, expanded ed )
• After The Sale Is Over, Harvard Business Review, September-October 1983 p. 87-93.
• The marketing imagination, 1983, New York: The Free Press
• The Globalization of Markets, Harvard Business Review, May-June 1983.
• Marketing Intangible Products and Product Intangibles, Harvard Business Review, May-June 1981 p. 94-102.
• Marketing Myopia, Harvard Business Review, 1960.
• Marketing for business growth, 1974, New York: McGraw -Hill, first published in 1969 under the title: The marketing mode.