
153
chapter eight
Customer satisfaction and
comparative advantage
for new product success
In 1960, Theodore Levitt, a professor at Harvard University, published a
chapter titled “Marketing Myopia,” which emphasized the signicance
of customers.
*
Levitt preached the concept that the purpose of a busi-
ness organization is not to produce or sell products but to buy customers.
His ideas about customers have attracted broad attention and have been
making CEOs face the fact that customers decide their destinies. This has
led them to rethink their business visions. Now customer satisfaction is
recognized as the indispensable ingredient ...