Towards a Wider Integration
In Chapters 3 through 6 the reader will find that most of the discussion and analysis centres on the role of technology in relation to the enterprise structure, culture and needs. However, it will also be suggested that the raison d’être of more “organic” interfunctional involvement lies not merely with the requirements and influence of new technological systems, but relates also to the more important need to link more intimately departments, management layers, research-marketing and operational functions; and through the flattening of the organisational pyramid to involve more closely the general work-force with “higher” senior managerial levels.
KeywordsEurope Income Marketing Coherence Posit
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- 1.T.G. Whiston (1990) The Global Environment: Technical Fix or Radical Change? Social Audit Paper No. 2. ENED, University of Sussex.Google Scholar