This practitioner-oriented paper discusses present and future organization of high technology companies. Qualitative research suggests that while traditional organization continues to perform effectively under certain selling strategies, it is not as effective when facing a more complex product-market environment. The discussion includes a detailed example of the emerging organization at “Marketer of the Year” Digital Equipment Corporation, the second largest computer maker. Potentially, other companies beyond high tech may use similar organization in the future when pursuing a complex selling strategy.
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Dunn et al. (1990) studied this question.
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