文章基本信息

标题：The biotechnology and marketing interface: Functional integration using mechanistic and holographic responses to environmental turbulence
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作者：Pierre Berthon ; Leyland Pitt ; Deon Nel 等
期刊名称：Journal of Commercial Biotechnology
印刷版ISSN：1478-565X
出版年度：2008
卷号：14
期号：3
DOI：10.5912/jcb244
语种：English
出版社：thinkBiotech LLC
摘要：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.
关键词：environmental turbulence;interfunctional integration;holographic response;mechanistic response