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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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