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The biotechnology and marketing interface : functional integration using mechanistic and holographic responses to environmental turbulence

Berthon, Pierre, Pitt, Leyland, Nel, Deon, Salehi-Sangari, Esmail and Engstrom, Anne 2008, The biotechnology and marketing interface : functional integration using mechanistic and holographic responses to environmental turbulence, Journal of commercial biotechnology, vol. 14, no. 3, pp. 213-224, doi: 10.1057/jcb.2008.12.

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Title The biotechnology and marketing interface : functional integration using mechanistic and holographic responses to environmental turbulence
Author(s) Berthon, Pierre
Pitt, Leyland
Nel, Deon
Salehi-Sangari, Esmail
Engstrom, Anne
Journal name Journal of commercial biotechnology
Volume number 14
Issue number 3
Start page 213
End page 224
Publisher Palgrave Macmillan Ltd.
Place of publication London, England
Publication date 2008-07
ISSN 1462-8732
Summary 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.
Language eng
DOI 10.1057/jcb.2008.12
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2008, Palgrave Macmillan
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017335

Document type: Journal Article
Collection: School of Management and Marketing
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