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The biotechnology and marketing interface: Functional integration using mechanic and holographic responses to environmental turbulence
Simon Fraser University.
Department of Marketing, Deakin University.
Division of Business Administration & Management, Luleå University of Technology.
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2008 (English)In: Journal of Commercial Biotechnology, ISSN 1462-8732, Vol. 14, no 3, 213-224 p.Article in journal (Refereed) Published
Abstract [en]

This paper serves to specify and ground research into interfunctional integration in a wider theoretical context with particular reference to the interaction between technology and marketing in the biotechnology sphere. The general and specific problem areas are specified as those of interfunctional relations and the dyadic relationship between marketing and biotechnical managerial functions in particular. The contextual/organisational generative mechanisms that are likely to keep interfunctional relations at the centre of scholarly attention for some time are explored from the perspective of cybernetic theory. The law of requisite variety states that in an effective open system environmental variety is matched by internal structural variety. As organisations are faced with ever more turbulent, and complex environments, this must be matched by an increased internal complexity within the organisation. The two modes of response, namely holographic and mechanistic, both highlight the need to further our understanding of interfunctional differences. Having established the problem and its genesis, a specific research agenda is outlined as the exploration of the interfunctional differences from a decision-making perspective.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2008. Vol. 14, no 3, 213-224 p.
Keyword [en]
environmental turbulence, interfunctional integration, holographic response, mechanistic response
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-58999DOI: 10.1057/jcb.2008.12OAI: diva2:474608
QC 20120110Available from: 2012-01-26 Created: 2012-01-09 Last updated: 2012-01-26Bibliographically approved

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Salehi-Sangari, Esmail
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