Organisational Development: A New Direction for Marketing Channel Research

Abstract

The concept of organisational development is an important one, but has yet to be applied to the marketing channel. The theory and practice of organisational development are examined and linked with their crucial needs in marketing channel research. The advantages of channel‐modified organisational development are demonstrated and what steps need to be taken to build the organisational development approach into a viable stream for marketing channel research are discussed.

Citation

Urban, D.J. (1989), "Organisational Development: A New Direction for Marketing Channel Research", European Journal of Marketing, Vol. 23 No. 6, pp. 38-54. https://doi.org/10.1108/EUM0000000000573