Abstract
This summarises a paper studying three errors of organization development (OD) in marketing that I have found particularly significant in determining the success or failure of the firm. OD encompasses all sorts of methods for a firm to develop its strategy, its organizational structure and its working climate. Each error is defined below and consequences and remedies will be spelled out. The paper is based on case studies in thp Nordic Countries and research reports and books from Scandinavia, the UK and the US.
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© 2015 Academy of Marketing Science
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Gummesson, E. (2015). Organization Development in Marketing - Three Errors and how to Avoid them. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_146
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DOI: https://doi.org/10.1007/978-3-319-16946-0_146
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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