The Marketing of Organization Development: Past, Present, and Future
- 1 July 1981
- journal article
- research article
- Published by SAGE Publications in The Journal of Applied Behavioral Science
- Vol. 17 (3) , 309-323
- https://doi.org/10.1177/002188638101700304
Abstract
Organization Development is more than an academicor a professional discipline; it is also an industry. This paper applies two marketing models, the Product Life Cycle and the Marketing Concept, to the field of OD to predict the next stage of development. Two approaches to the field are identified, "Traditional OD" and "Mainline OD," each with a different scenario for the future.Keywords
This publication has 2 references indexed in Scilit:
- OD Reaches Adolescence: An Exploration of Its Underlying ValuesThe Journal of Applied Behavioral Science, 1976
- Broadening the Concept of MarketingJournal of Marketing, 1969