Theodore Levitt Quotes


Ideation is not a synonym for innovation, conformity is not its simple antonym, and innovation is not the automatic consequence of "creative thinking.".


Citations

Levitt, Theodore. "Creativity Is Not Enough." Harvard Business Review, vol. 41, no. 3, May-June 1963, p. 73.

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  • Born: March 1, 1925
  • Died: June 28, 2006
  • Nationality:
  • Profession: Economist

Theodore Levitt was a German American economist and a professor at the Harvard Business School. He was editor of the Harvard Business Review, noted for increasing the Review's circulation and popularizing the term globalization. In 1983, he proposed a definition for corporate purpose: "Rather than merely making money, it is to create and keep a customer".