Shifting attention inward from the environment to the workings of the ESO, we encounter two traditional models. One, found in microeconomic literature, describes the business firm as restless, aggressive and continuously seeking to maximize profit. The second model, used by organizational sociologists, depicts both firms and non-profits, at best, as passive, reacting to events, lacking rationality, ‘muddling through’ from one event to another. At its worst, sociologists see ESOs as bureaucratic, introverted, resisting change, seeking to isolate themselves from the environment.
KeywordsMarketing Turkey Conglomerate Myopia Cuban
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