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|Authors:||Federico Brunetti: University of Verona, Italy|
|Publication title:||A Historical Perspective on The Relationship Between Firm and The Market: On The Threshold of A New Paradigm?|
|Conference:||11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden|
|Publication type:||Abstract and Fulltext|
|Abstract:||Purpose: The paper aims to consider the different ways the firm-marketplace relationship has gone through over time in order; on one hand; to develop some interpretive reasoning and; on the other hand; to introduce some questions able to direct future research.|
Methodology/Approach: A conceptual approach is taken; trying to provide an understanding of the long-term changings that took place in the firm-marketplace relationship in its first part; and to raise some relevant issues about the evolution to come in is second part.
Findings: In the firm-marketplace relationship evolution five significant stages are to be found: product and selling orientation; marketing orientation; total quality management; one-to-one/relationship marketing; experience economy.
So; if one looks retrospectively and on the whole at the evolution occurred in the above mentioned relationship through the different stages; it’s quite easy to realize that a shift took place from:
As a matter of fact; it seems really hard to imagine for almost any product a more plentiful marketplace; a greater choice among alternative offers; a superior technical performance; an easier purchase availability; a higher customization; a stronger perceived utility and satisfaction.
As long as such analysis proves right; it’s quite logical to conclude that the ongoing paradigm has reached its possible maximum outcome. If so; it becomes reasonable to hypothesize the rising of a new paradigm in the firm-marketplace relationship; considerably different from the actual one.
(Not) to conclude; some insightful questions for discussion and future research could be:
Originality/Value: The paper tries to take in and to relate to the managerial field some broad issues often discussed in civil; social and economic realm. While firms are deeply involved in the actual state of capitalism and society at large; it seems no equivalent contribution has been made by management scholars in order to find a more suitable role for the firm.
|Keywords:||Firm-marketplace relationship; evolution; paradigm shift; new firm models|
|No. of pages:||18|
|Series:||Linköping Electronic Conference Proceedings|
|Publisher:||Linköping University Electronic Press; Linköpings universitet|
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