ABSTRACT
The age of marketing innocence in Organization Development (OD) surely extended at least into the early 1970s. Perhaps paramountly, the emphasis was definitely on research and development rather than on production, let alone marketing. Most early OD savants were at least interested in research, and many were primarily engaged in producing it. Times have definitely changed, as Terence C. Krell so artfully reminds us with his analysis of OD via one marketing concept. OD is a "mature product line," Krell explains, or at least threatens to be. It is basically a commitment to a set of humanistic values about desirable patterns of relationships between persons as well as between people and their work. The core historic technology for approaching OD values is process analysis. People often exist in the context of organizational structures and procedures as well as human relationships. Interaction-centered designs may raise expectations that are dashed against the cold realities of incompatible organization structures and policies.
