Mission creep and marketing myopia: lessons learned from the business world

Abstract

Purpose

This paper aims to provide insights and commentary into issues encountered in providing library resources and services in a rapidly changing environment with varied user expectations.

Design/methodology/approach

This paper uses examples and illustrations from the business world to demonstrate the importance of having a clear mission and a thorough understanding of the needs and expectations of the population being served.

Findings

Disruptive technology has had major impacts on many business sectors. Libraries can learn from the choices many of these businesses entities made to improve services and achieve greater returns on investment.

Originality/value

This paper examines several widely recognizable business entities and the manners in which they chose to address disruptions caused by changes in the marketplace and in consumer attitudes. Libraries can use these illustrations to better position themselves to deal effectively with the inevitable change in the future.

Citation

McMullen, A. (2015), "Mission creep and marketing myopia: lessons learned from the business world", The Bottom Line, Vol. 28 No. 4, pp. 119-121. https://doi.org/10.1108/BL-07-2015-0011