search query: @author Achrol, R. / total: 2
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| Author: | Achrol, R. |
| Title: | Changes in the theory of interorganizational relations in marketing: toward a network paradigm |
| Journal: | Journal of the Academy of Marketing Science
1997 : WINTER, VOL. 25:1, p. 56-71 |
| Index terms: | MARKETING CHANGE THEORIES |
| Language: | eng |
| Abstract: | The marketing environment in the 21st century promises to be knowledge rich and very turbulent. The classic, vertically integrated, multidivisional organization, so successful in the 20th century, is unlikely to survive in such an environment. The evidence indicates it will be replaced by new forms of network organization consisting of large numbers of functionally specialised firms tied together in cooperative exchange relationships. This article explores the characteristics of four types of network organization that may represent prototypes of the dominant organizations of the next century. |
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