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Author: William J Rothwell Publisher: CRC Press ISBN: 1315311720 Category : Business & Economics Languages : en Pages : 202
Book Description
Organizational Development (OD) consultants often face dilemmas when they market their services because there is a gap between clients’ expectation and the actual role of OD consultants. This book is about how to overcome that dilemma by finding effective marketing strategies for a different approach to consulting. Marketing Organization Development: A How-To Guide for OD Consultants focuses on the challenges faced by internal and external consultants in marketing and selling their services. By distinguishing between performance consulting and Organization Development (OD) consulting, this book demonstrates why marketing and selling OD consulting services are unique. This book meets not only unique OD consultants’ needs by reflecting the philosophical background of OD and unique marketing challenges but the needs of Human Resource Development (HRD) managers’ need who are interested in promoting or selling their change interventions within their organizations. This comprehensive book: Reviews important terms and popular tools used in the marketing process and outlines the many roles a consultant must fill to obtain and keep the business (i.e., marketer, salesperson, brand manager, account management) .Describes the criteria for self-evaluation as an OD consultant. It examines how to identify your strengths and the competencies you need to develop based on OD competencies. Provides an introduction to actionable steps and resources for organization development, change management, and performance management consultants to evaluate unmet needs and opportunities through a niche market for consulting services. Covers how to communicate value to your target customers and how to brand your service. Describes various channels of OD marketing such as viral, word of mouth, and social media marketing. . Reviews selling tactics for l your consulting service and discusses the importance of having a defined sales process to which you adhere.
Author: William J Rothwell Publisher: CRC Press ISBN: 1315311720 Category : Business & Economics Languages : en Pages : 202
Book Description
Organizational Development (OD) consultants often face dilemmas when they market their services because there is a gap between clients’ expectation and the actual role of OD consultants. This book is about how to overcome that dilemma by finding effective marketing strategies for a different approach to consulting. Marketing Organization Development: A How-To Guide for OD Consultants focuses on the challenges faced by internal and external consultants in marketing and selling their services. By distinguishing between performance consulting and Organization Development (OD) consulting, this book demonstrates why marketing and selling OD consulting services are unique. This book meets not only unique OD consultants’ needs by reflecting the philosophical background of OD and unique marketing challenges but the needs of Human Resource Development (HRD) managers’ need who are interested in promoting or selling their change interventions within their organizations. This comprehensive book: Reviews important terms and popular tools used in the marketing process and outlines the many roles a consultant must fill to obtain and keep the business (i.e., marketer, salesperson, brand manager, account management) .Describes the criteria for self-evaluation as an OD consultant. It examines how to identify your strengths and the competencies you need to develop based on OD competencies. Provides an introduction to actionable steps and resources for organization development, change management, and performance management consultants to evaluate unmet needs and opportunities through a niche market for consulting services. Covers how to communicate value to your target customers and how to brand your service. Describes various channels of OD marketing such as viral, word of mouth, and social media marketing. . Reviews selling tactics for l your consulting service and discusses the importance of having a defined sales process to which you adhere.
Author: Axel Güpner Publisher: ISBN: Category : Languages : en Pages : 136
Book Description
Marketing is changing, organizations are changing, the entire industry is in a paradigmatic change process driven by a global pandemic, a new normal under the sign of a New Green Deal and a disruptive Remocal Economy. Many conservative economies have largely slept through digitization and will apparently not be able to exploit the opportunities offered by Asset-as-Service. It will therefore be all the more important to reach customers with increasingly scarce resources. Modern marketing can do this, as the Amazons of this world are already impressively demonstrating. Marketers across all sectors are embarking on the Marketing Excellence Journey to equip themselves for the new normal, using expertise, method, rigor, and MarTech and SalesTech predictive intelligence to engage with customers. Many CNN and Forbes award-winning books, including the B2B Marketing Guidebook (Springer, 2021), provide the necessary technical know-how for marketers. But it will also take a significant shift in thinking and change within companies for marketing and sales to work together to actively perform these new essential functions. This book describes for managers of all areas and knowledge disciplines how they can initiate, drive and support this change process in their organizations. For marketers, the book provides a comprehensive description of how to drive and support the change process based on their expertise, argumentative and in the context of change management and organizational development. From the contents: - The marketing organization development triad - Holistic marketing - Enterprise Marketing Management (EMM) - Marketing Operations Management (MOM) - The benefits of marketing resource management - Past is future - Structured creativity About the authors: Prof. h.c. Dr. Uwe Seebacher (MBA), holds a doctorate in economics and business administration. He has more than 25 years of experience in the manufacturing, energy and service industries and an international track record in strategic and operational marketing and communications as well as business and organizational development. 20 years of experience as the owner of a publishing company and a method consulting firm underscore his diverse experience. He is a lecturer at many renowned business schools and universities and has written numerous articles and books in leading publishing houses such as "Praxishandbuch B2B Marketing" (Springer Verlag), "Strategic Workforce Management" (Harvard Business Manager) or "Predictive Intelligence for Management" (Springer). He has received numerous awards and prizes for his work in the field of scientific and applied research, and for his models and concepts such as the maturity model for industrial goods marketing or the model for predictive intelligence. Dr. Axel Guepner, HR consultant and HR manager.Internationally experienced Global Head of Human Resources in corporations, such as Allianz SE, Dresdner Bank AG, and Wacker Chemie AG, with extensive experience in international HR management and focus on "digitalization of the working world". Eleven years of coaching experience in Olympic high-performance sailing as "Team Leader of the German Olympic Sailing Team". Member of the Advisory Board for Scientific Continuing Education for Professionals and Executives of the Ludwig-Maximilians-University Munich (LMU). Academic Education: Studied Political Science, Business Administration and Law in the USA and Germany (Diplom-Politologe / PhD).
Author: Robert Smither Publisher: Routledge ISBN: 1317553799 Category : Business & Economics Languages : en Pages : 430
Book Description
Organization Development: Strategies for Changing Environments, Second Edition, aims to help managers of the future successfully plan for and manage changes in the workplace. The book teaches students how to conceptualize and implement planned interventions to increase organizational effectiveness. Building on the success of the previous edition, Smither, Houston, and McIntire maintain the foundational and historical organization development content while incorporating a number of key changes: new material on change management, globalization, diversity, sustainability, ethics, talent management, and emotional intelligence; a greater emphasis on the practical application of the theory; new case studies focusing on current business dilemmas that align with the chapter objectives. This edition brings this classic book into the 21st century, making it a valuable resource for students of organizational development, organizational behavior, change management, and leadership.
Author: William J. Rothwell Publisher: CRC Press ISBN: 1000418367 Category : Business & Economics Languages : en Pages : 248
Book Description
To effectively adapt and thrive in today’s business world, organizations need to implement effective organizational development (OD) interventions to improve performance and effectiveness at the individual, group, and organizational levels. OD interventions involve people, trust, support, shared power, conflict resolution, and stakeholders’ participation, just to name a few. OD interventions usually have broader scope and can affect the whole organization. OD practitioners or change agents must have a solid understanding of different OD interventions to select the most appropriate one to fulfill the client’s needs. There is limited precise information or research about how to design OD interventions or how they can be expected to interact with organizational conditions to achieve specific results. This book offers OD practitioners and change agents a step-by-step approach to implementing OD interventions and includes example cases, practical tools, and guidelines for different OD interventions. It is noteworthy that roughly 65% of organizational change projects fail. One reason for the failure is that the changes are not effectively implemented, and this book focuses on how to successfully implement organizational changes. Designed for use by OD practitioners, management, and human resources professionals, this book provides readers with OD basic principles, practices, and skills by featuring illustrative case studies and useful tools. This book shows how OD professionals can actually get work done and what the step-by-step OD effort should be. This book looks at how to choose and implement a range of interventions at different levels. Unlike other books currently available on the market, this book goes beyond individual, group, and organizational levels of OD interventions, and addresses broader OD intervention efforts at industry and community levels, too. Essentially, this book provides a practical guide for OD interventions. Each chapter provides practical information about general OD interventions, supplies best practice examples and case studies, summarizes the results of best practices, provides at least one case scenario, and offers at least one relevant tool for practitioners.
Author: Barbara Lewis Publisher: Routledge ISBN: 1134613938 Category : Business & Economics Languages : en Pages : 331
Book Description
Bringing together contributions from leading writers in the field of service marketing and management, this book represents a much-needed source of current research and conceptual development in internal marketing. Key themes and issues explored include:* the social model of marketing* the human resource management perspective* marketing and servic
Author: Caren Ouma Publisher: LAP Lambert Academic Publishing ISBN: 9783846584293 Category : Languages : en Pages : 148
Book Description
Organizational Development, Intervention and Transformation(ODIT) Series is highlighting the marketing strategies which an organization should undertake in order to become successful in generating the expected sales. The marketing strategies revolve around three areas, namely; the inbound logistics, processes, and outbound logistics. In order to intervene with appropriate marketing strategies, there should be organizational assessment undertaken, then several appropriate interventions suggested and implemented. Adequate time should be given for each intervention strategy in order to measure the impact of the intervention. Recommendations for further improvements are suggested so that the organization can manage its environmental dynamics.
Author: Vinay Kothari Publisher: ISBN: 9783319169477 Category : Languages : en Pages :
Book Description
This volume includes the full proceedings from the 1982 Academy of Marketing Science (AMS) Annual Conference held in Las Vegas, Nevada. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, industrial marketing, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Baruch Shimoni Publisher: Routledge ISBN: 1351264826 Category : Business & Economics Languages : en Pages : 211
Book Description
Organization Development and Society: Theory and Practice of Organization Development Consulting offers a new approach for the practice of organization development (OD). The new approach, a habitus oriented OD (HOOD), sees consultees' thinking and behavior a result of habitus, a cognitive structure developed historically in endless interactions between human behavior and social structures. HOOD has two goals: The first goal is to redefine the objectives of individually oriented OD. The focus on habitus and social structure allows individually oriented OD scholars and practitioners to keep their subjective approach, which searches for consultees' inner world. However, this subjectivity searches not only for consultees' psychological but their social dispositions. It views the individual level, the habitus, as a site of social dispositions that from within the individual consultees generate thoughts and behaviors in a way that closely corresponds with the organization's social structure; with power relations and social positions and with accepted metaphors and common language. The HOOD links the concept of habitus to the field of OD and in so doing provides an alternative way to incorporate the individual and the social in OD. HOOD's second goal is to re/position OD between organizations and society and thus to produce a consulting practice that is both pragmatic and human. It is pragmatic since incorporation of habitus enables the consultant to liberate consultees' perspectives and behavior from the organization's social and structural hoops and to use these perspectives in processes of change and development. Considering the habitus as central to consulting projects is human since it enables consultants (and consultees) to identify the responsibility for organizational problems (and other phenomena) not only at the level of the individual but also at the level of the organization and the environment outside the organization.
Author: Gary McLean Publisher: Berrett-Koehler Publishers ISBN: 1605093343 Category : Business & Economics Languages : en Pages : 481
Book Description
Designed for use in undergraduate and graduate programs in organization development, management, human resource development, and industrial and organizational psychology, Organization Development provides readers with an overview of the field and acquaints them with the basic principles, practices, values, and skills of OD. Covering every aspect of the work of an OD professional and featuring numerous illustrative case studies, it shows how OD professionals actually get work and what the first steps in any OD effort should be. Author Gary McLean surveys different ways to assess an organizational situation—including a comparison of the Action Research and Appreciative Inquiry models—and provides forms for devising an action plan based on that assessment. He then looks at how to choose and implement a range of interventions at different levels, as well as how to evaluate the results of an intervention. Organization Development goes beyond the organizational level to look at the application of OD on community, national, regional, and global levels. And it successfully combines theory and practice; process and outcomes; performance and affective results; effectiveness and efficiency.
Author: William J Rothwell
Author: William J Rothwell
Author: Axel Güpner
Author: Robert Smither
Author: William J. Rothwell
Author: Barbara Lewis
Author: Caren Ouma
Author: Vinay Kothari
Author: Baruch Shimoni
Author: Gary McLean
Author: Venetia Hands