Marketing Myopia Helps Entrepreneurship
Posted by Ahmad Barirani in 
Marketing myopia is thought of something that causes big players to miss opportunities. In a certain way, it is friction against incumbent players’ capacity to innovate. While it is a plague for the incumbent, I believe that the incumbent’s marketing myopia is a blessing for the entrepreneur.
The main reason, I believe, is that incumbents have a strength that could be fatal to the start-up if the latter is in competition with the former. This strength is in the incumbent ease of access to resources. It is widely known that lack of resources is a major issue for start-ups. This is the case because all start-ups have an initial phase of product development. This phase is marked with low sales, low income and thus means less access to resources.
What is saving the entrepreneur is marketing myopia. It is because of the fact that a big player is not willing or does not see an opportunity that a start-up can build up a product or service with less resources that the big player. It is because of this handicap that incumbents do not eat all market shares and that others can fill the gap.
