Introduction

This part introduction presents an overview of the key concepts discussed in the subsequent chapters. The part focuses on Krell's suggestion that Organization Development (OD) may be a "maturing" product line. This is to say that OD may be in serious trouble. For the businesslike approach to maturing products is to "milk" them, to skimp on research and development, and to emphasize spurious differentiation among similar products, among other awkwardnesses. It urges attention to the "what" of OD, then, as contrasted to marketing processes per se. Specifically, the selection reminds us, OD reflects a commitment to a set of humanistic values, places basic reliance on process analysis, and emphasizes organizational structures and procedures appropriate for growthful human relationships. The part dwells on a nagging suspicion that things could be far better in OD with regard to honoring its past so as to build beyond it.