Author: Heather Frank

  • It’s about marketing stupid!

    It’s about marketing stupid!
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    As an individual, not being able to see where you are going is dangerous. As an organisation, not being able to see is also dangerous, so much so, that such an affliction has its own name. It is called marketing myopia. The concept, originally proposed by Theodore Levitt in the early 1960s demonstrates the connection… Read more

  • Giving back to Business

    Giving back to Business

    The administration (DBA) programme is aimed at business professionals seeking a challenge, and having received a distinction for his Master of Entrepreneurship at Otago, Jim decided to extend the concepts he had been developing in his studies to a DBA programme. The subject of his DBA was marketing myopia. “Marketing myopia is a concept originally… Read more

  • JW Radio Interview: The NZ Red Meat Sector: Part 2

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    We continue our interview with James Wilkes, Doctorate of Business Administration graduate, Otago University, about the red meat sector. Wilkes acknowledges that everyone in the sector is trying to do better, but he thinks the marketing system itself is a little outdated. He discusses his project and notes he realised it’s not about trying to… Read more

  • JW Radio Interview: The NZ Red Meat Sector: Part 1

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    Listen to NZ radio station Magic Talk’s interview with James Wilkes as he discusses insights into the New Zealand red meat sector. George says Wilkes was among the first to complete a Doctorate of Business Administration degree from Otago University last year. Wilkes says he also has a Masters of Entrepreneurship from the same university.… Read more