Innovation in Marketing: An Organizational Behavior Perspective

Proceedings of the 46th National Conference of the American Marketing Association (June 1963), pp. 3–10.

Levitt T. , Innovations in Marketing (New York: McGraw-Hill Book Company, Inc., 1962), pp. 11–96.

Optner S. L. , Systems Analysis for Business and Industrial Problem Solving (Englewood Cliffs, N.J.: Prentice-Hall, Inc., 1964).

For a description of the major components of the total marketing system, see, for example, Matthews Buzzell Levitt Frank , Marketing: An Introductory Analysis (New York: McGraw-Hill Book Company, Inc., 1964). According to them, the marketing system includes: All the business institutions in the performance of marketing functions; the legal, historical, and customary relationships among these institutions; the customers served by business institutions, including both household consumers and business firms; and the marketing tasks performed by the system.

Following H. Simon's work on satisfying, it is our belief that managers look only for the most appropriate decision and not for an optimal decision (Models of Man [New York: John Wiley & Sons, Inc., 1957], pp. 241–260).

Howard J. A. , Marketing Theory (Boston: Allyn & Bacon, Inc., 1965), pp. 17–27.

Bauer R. , “Consumer Behavior—As Risk Taking,” in Hancock R. S. , ed., Proceedings of the 43rd National Conference of the American Marketing Association (1960); and Bauer , “Risk Handling in Drug Adoption—The Role of Company Preference,” Public Opinion Quarterly, Winter 1961.

A good presentation of human perceptions is given in Krech D. Crutchfield R. Ballachey E. , Individual in Society (New York: McGraw-Hill Book Company, Inc., 1962), pp. 17–65. For a marketing analysis of perception, see Howard , op. cit., p. 27, and Britt S. H. , Consumer Behavior and the Behavioral Sciences: Theories and Applications (New York: John Wiley & Sons, Inc., 1966), pp. 151–164.

Barnard C. I. , The Functions of the Executive (Cambridge: Harvard University Press, 1938).

Gardner W. R. , Uncertainty and Structure as Psychological Concepts (New York: John Wiley & Sons, Inc., 1962).

As an example of the work in this area, see Coch French , “Overcoming Resistance to Change,” Human Relations, I (1948), 512–532.

March J. G. Simon H. A. , Organizations (New York: John Wiley & Sons, Inc., 1958), pp. 36–47.

Berelson B. Steiner G. A. , Human Behavior: An Inventory of Scientific Findings (New York: Harcourt, Brace & World, Inc., 1964), pp. 95–98.

For example, Taylor F. W. , The Principles of Scientific Management (New York: Harper & Brothers, 1911); Gulick L. H. Urwick L. , eds., Papers on the Science of Administration (New York: Institute of Public Administration, 1937); and Charnes A. Cooper W. W. , Management Models and Industrial Applications of Linear Programming, 2 vols. (New York: John Wiley & Sons, Inc., 1961).

See, for example, the conclusions of K. E. Knight regarding the computer industry in “A Study of Technological Innovation—The Evolution of Digital Computers” (unpublished doctoral dissertation, Carnegie Institute of Technology, 1963).

Anthony R. , Management Control (Cambridge: Harvard University Press, 1965).

A detailed form of this model, its assumptions, empirical support, and theoretical constraints are presented in our “The Process of Organizational Change: A Theoretical Model,” Stanford Graduate School of Business Working Paper #107 (1966).

A review of the behavioral sciences literature concerning organizational change is presented in our “Organizational Change: A Review of Existing Approaches,” Stanford Graduate School of Business Working Paper #103 (1966).

For application of statistical decision theory (Bayesian approach) to marketing, see Green's P. work in Alderson W. Green P. , Planning and Decision Making in Marketing (Homewood, Ill.: Richard D. Irwin, Inc., 1965)

Pessemier E. A. , New Product Decisions: An Analytical Approach, (New York: McGraw-Hill Book Company, Inc., 1966), pp. 5–6.