Impact of Marketing Myopia on Firm’s Growth

Abstract

The paper aims to investigate the relationship amongst the marketing myopia which includes customer orientation, product orientation and competitor orientation with firm’s growth. The substantial impact of marketing myopia on firm’s growth would justify the marketers as well as the firms with ability of implying those strategies effectively. In study of the literature, marketing myopia come into sight as a striking factor to give reminders for the firms and increase the inhibitory control, eventually affecting growth of the firm. The data is collected from 500 respondents out of 610 from the natives that are residing in Islamabad and Rawalpindi, upon which descriptive form of research is conducted along with no-probability technique of sampling. These three elements regulate the intentions of investors towards actual growth of the firm. The paper seeks to elucidate and contextualize the said variables to assist the firms with marketing myopic strategies take action in increase in the firm’s growth. Results drawn from the study presents that these factors and idea to be the most effective in the current scenario. This literature has used SPSS v 23.0 for our analysis as this is one of the most recommended software by many scholars when it comes to carrying out quantitative research