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.
Get full access to this article
View all access options for this article.
References
1.
Argyris, C.Interpersonal competence and organization effectiveness. Homewood, Ill.: Dorsey, 1962.
2.
Bennis, W.G.Organization development: Its nature, origins, and prospects. Reading, Mass.: Addison-Wesley, 1969.
3.
Blake, R. R., Mouton, J. S., Barnes, L. B., & Greiner, L. E.Breakthrough in organization development. Harvard Business Review, 1964, 42 (6), 133-155.
4.
Booz-Allen & Hamilton. Management of new products. Author, 1968.
5.
Bradford, L. P., Gibb, J. R., & Benne, K. D.T-group theory and laboratory method. New York: Wiley, 1964.
Burke, W. W.New technologies in organization development. La Jolla, Calif: University Associates, 1975.
8.
Buzzell, R. D.Competitive behavior and product life cycles. Proceedings of the 1966 World Congress. Chicago, Ill.: American Marketing Association, 1966.
9.
Clifford, D.Managing the product life cycle. The arts of top management: A McKinsey anthology. New York: McGraw-Hill, 1971.
10.
Fordyce, J.Organization development overview (Audio Cassette). Reading, Mass.: Addison-Wesley, 1973.
11.
French, W., & Bell, C.Organization development: Behavioral science interventions for organization improvement. Englewood Cliffs, N.J.: Prentice Hall, 1973.
12.
Friedlander, F.OD reaches adolescence: An exploration of its underlying values. Journal of Applied Behavioral Science, 1976, 12 (1), 7-26.
13.
Huse, E. F.Organization development and change. Los Angeles, Calif.: West Publishing, 1975.
Kotler, P., & Levy, S. J.Broadening the concept of marketing. Journal of Marketing, 1969, 33 (1), 10-15.
16.
Levitt, T.Marketing myopia. Harvard Business Review, 1960, 38 (4), 45-56.
17.
Lewin, K.Field theory in social science. New York: Harper Brothers, 1951.
18.
Magnusen, K.Organizational design, development and behavior: A situational view. Glenview, Ill.: Scott-Foresman & Co., 1977.
19.
Margulies, N., & Raia, T.Conceptual foundations of organization development. New York: McGraw-Hill, 1978.
20.
Polli, R., & Cook, V.Validity of the product life cycle. Journal of Business of the University of Chicago, 1969, 42, 385-400.
21.
Porras, J., & Berg, P.The effects of organization development: Fact separated from fiction. Graduate School of Business, Stanford University, Research Paper No. 316, 1976.
22.
Porter, L.OD Practitioner, 1976, 8 (3).
23.
Schein, E.Process consultation: Its role in organization development. Reading, Mass.: Addison-Wesley, 1969.
