Theodore Levitt, who died yesterday at the age of 81, was a colourful Harvard Business School professor and a prominent figure in the field of marketing, perhaps most famous for coining the term "globalisation".
Mr Levitt, known as Ted, was also a former editor of the Harvard Business Review, where he became known for his carefully crafted writing. In 1960 he authored one of the most popular Review articles of all time, "Marketing Myopia", which argued that companies and industries declined because managers defined their businesses too narrowly.
