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.