Organizational Life Cycle Theory: an Introduction as an Aid To Strategic Marketing Planning

Abstract

This paper presents the organizational life cycle as a method which may assist strategic marketing planners in identifying their appropriate role in the strategic planning process. A brief comparison to the product life cycle is offered as well as a discussion of a model of the organizational life cycle developed by Katz and Kahn (1978). The marketing priorities inherent in each stage of the model are then discussed followed by propositions which hopefully will stimulate debate and further research concerning the organizational life cycle’s use in marketing.