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Organizational Transformation

In: The New Global Marketing Reality

Author

Listed:
  • Richard Brookes
  • Roger Palmer

Abstract

In this chapter we examine recent developments in information technologies (IT) and how these are affecting organizations. In particular, we are interested in understanding whether there is likely to be a widespread ‘organizational transformation’ as companies adapt to what are known as ‘inflection points’. The Internet is an inflection point. As we will show, companies as powerful as IBM and Intel, and even Microsoft, are neither immune nor immutable when confronted by an IT-induced inflection point.

Suggested Citation

  • Richard Brookes & Roger Palmer, 2004. "Organizational Transformation," Palgrave Macmillan Books, in: The New Global Marketing Reality, chapter 0, pages 155-181, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50857-6_7
    DOI: 10.1057/9780230508576_7
    as

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