A nova miopia em marketing retrata empresas com ênfase excessiva no cliente, desconsiderando demandas de outros stakeholders que transformam o mercado e levam as empresas à falência. Embora essa discussão exista na literatura de marketing, pesquisadores e profissionais carecem de trilhas para identificar a nova miopia em marketing. Este estudo analisa estratégias de negócios sob a perspectiva da nova miopia em marketing. Realizou-se um estudo de casos múltiplos de empresas sul-americanas reconhecidas pela Forbes por sua orientação para o cliente. Os resultados mostram a dificuldade de as empresas equilibrarem as demandas dos clientes e stakeholders considerando suas estratégias de negócio.
The new marketing myopia portrays companies that focus excessively on the customer, neglecting other stakeholders' demands that can transform the market and lead companies to failure. Although this discussion is present in marketing literature, researchers and marketers miss trails to identify new marketing myopia. This study aims to analyze business strategies under the new marketing myopia perspective. Qualitative and descriptive research was undertaken through a multiple case study of five South American companies acknowledge by Forbes for the customer orientation. This study demonstrates the companies' difficulty to equilibrate customers and other stakeholders’ demands to define their business strategies.
