Harvard business school professor Theodore Levitt, back in 1960, captured one of the major challenges most companies face today.

FORBES: Why Growth Is So Hard And What To Do About It

Fifty years ago, Harvard economist Theodore Levitt observed that the same companies that were serious about innovation often approached imitation in a much more casual manner.

FORBES: Imitation With Innovation Reduces Risk in Startups

Together with Theodore (Ted) Levitt, Kotler was responsible for lifting marketing out of the disrepute in which it had once been held, changing it from being the slicker part of sales to being a recognised strategic function in its own right.

ECONOMIST: Guru

Born in Germany where his father was a cobbler, Theodore (usually known as Ted) Levitt (1925-2006) emigrated to the United States with his parents at the age of ten.

ECONOMIST: Guru