TY  - CHAP
AB  - Abstract The aim of this chapter is to introduce the reader to the complexities of marketing organization especially in bigger firms. This chapter draws attention to one of these major drivers for change — globalization. This is done with the help of an in-depth case study of ABB Robotics.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.
SN  - 978-1-78754-969-2, 978-1-78754-968-5/
DO  - 10.1108/978-1-78754-968-520181002
UR  - https://doi.org/10.1108/978-1-78754-968-520181002
AU  - Andersson Per
AU  - Axelsson Björn
AU  - Jönsson Kristoffer
AU  - Laurin Ebba
ED  - Per Andersson
ED  - Björn Axelsson
ED  - Christopher Rosenqvist
PY  - 2018
Y1  - 2018/01/01
TI  - Marketing Reorganization in a Globalized Market: The Case of ABB Robotics
T2  - Organizing Marketing and Sales
PB  - Emerald Publishing Limited
SP  - 23
EP  - 41
Y2  - 2024/09/19
ER  -