Changing the Change Agent: Marketing the Organizational Development Professional

The field of organizational development (OD) is a complex one composed of practitioners from a variety of disciplines. Furthermore, the field has been beset by numerous problems and changes over the years. This paper describes the history of OD and how OD practitioners have traditionally marketed their services and themselves by knowledge, skills, and personality characteristics. The paper concludes by recommending new marketing techniques concerning procurement decisions, service quality evaluation and use of tools for OD practitioners to better market themselves and their discipline.