The case describes how a change is achieved through a major marketing reorganization process. Initially, there are major difficulties grasping the organizational problem and identifying its causes. Many different organizational “issues” are part of the problem in the multifaceted case. Relying on complexity theory, the case suggests that a more complex environment with greater number of relevant players, which are — themselves — interconnected through networks, will also exhibit a greater range of change. Change and reorganization processes like the one confronting the case company would rather be the normal situation for companies embedded in complex global networks.
Andersson, P., Axelsson, B., Jönsson, K. and Laurin, E. (2018), "Marketing Reorganization in a Globalized Market: The Case of ABB Robotics", Andersson, P., Axelsson, B. and Rosenqvist, C. (Ed.) Organizing Marketing and Sales, Emerald Publishing Limited, pp. 23-41. https://doi.org/10.1108/978-1-78754-968-520181002Download as .RIS
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