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| Author: | Urban, D. J. |
| Title: | Organisational development: a new direction for marketing channel research. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:6, p. 38-54 |
| Index terms: | ORGANIZATIONAL DEVELOPMENT DISTRIBUTION CHANNELS MARKETING CHANNELS RESEARCH |
| Language: | eng |
| Abstract: | A linkage is developed between the research needs in the area of marketing distribution channels and the concept of organizational development. The current state of marketing channel research is outlined, literature is reviewed. Organizational development is defined. A specific technique is examined in detail. Main steps of the organizational development process are listed. The technique used is based on a socio-psychological model of how an organization functions. Elements and relationships of the model are identified. The model is adapted to marketing channels; it is used for setting future state goals. Managerial implications are summarized. |
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