This paper deals with marketing change processes. It explores a key theoretical and practical problem in marketing; how to study and understand the management of marketing change processes. The focus is on the interplay between longitudinal, strategic changes in marketing operations and the moving contexts in which they emerge. On theoretical grounds and based on a theoretical review, a number of perspectives on marketing change processes are presented in the paper. In conclusion, marketing change episodes are viewed as embedded in a set of concurrent change processes. They are also part of marketing system transitions, building on, while breaking with, the structures of prior changes, moving toward new states of functioning. Marketing change episodes are also viewed as embedded in more long-term, historical processes of change. Putting in focus the marketing change processes, the paper embraces the idea of an inseparable relationship between change and stability, and of a dynamic interplay between marketing change agency and moving contexts.
Andersson, P. (2001), "Studies on industrial marketing change processes A theoretical review and suggestive framework", Woodside, A. (Ed.) Getting Better at Sensemaking (Advances in Business Marketing and Purchasing, Vol. 9), Emerald Group Publishing Limited, Bingley, pp. 51-117. https://doi.org/10.1016/S1069-0964(00)09003-7Download as .RIS
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