Kolakaluri, Venkata Naga Sai Kiran2023-10-122023-10-122022-10https://unbscholar.lib.unb.ca/handle/1882/37479The proposition driving this thesis is that successful firms seen as market leaders are either experiencing stagnant growth or failing. Literature has described how "Marketing Myopia" has controlled the market for the past 62 years. An attempt has been made to comprehend the growth impediment that arises in firms once they achieve a market leader position. An exploratory approach is employed to gain the insights necessary for the research using the case studies of five successful organizations. The results gave rise to a new sort of myopia referred to as "New Modern Marketing Myopia (NMMM)" and induced by success ego created "Shammed/Opaque Innovation" and "Success Dystrophy." The theoretical frameworks of "NMMM" and "Success Dystrophy" have been further derived using the deductive methodology. The research concludes with suggestions for avoiding NMMM.xi, 223electronicenhttp://purl.org/coar/access_right/c_abf2SOCIAL SCIENCES::Other social sciences::Labour market researchmaster reportCivi, EminBusiness Administration