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The Marketing of Organization Development: Past, Present, and Future

Organization Development is more than an academicor a professional discipline; it is also an industry. This paper applies two marketing models, the Product Life Cycle and the Marketing Concept, to the field of OD to predict the next stage of development. Two approaches to the field are identified, "Traditional OD" and "Mainline OD," each with a different scenario for the future.

The Journal of Applied Behavioral Science, Vol. 17, No. 3, 309-323 (1981)
DOI: 10.1177/002188638101700304


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