Economic sciences / 6. Marketing and management

Kalashnikova A.I., Cand.Econ.Sci. Baranova N.A.

A. Baitursynov Kostanay state university, Kazakhstan

BASIC THEORIES OF DEVELOPMENT OF THE ORGANIZATION

 

Theoretical complexity of a clear definition of «development organization» may be due to conflicting views on the development organization of supporters of various organizational theories. Variety of development theories can be divided into:

–     Structural theory (focus on internal variables change organizations and their properties as the driving force, the interaction of the internal characteristics of the external environment).

–      Evolutionary theory (guided by the organization change over time, at various stages).

A closer look at the evolutionary development approaches:

–          life-cycle theory Adizes I.;

–          model of organizational development Greiner L.;

–          concept of organic evolutionary Livehud B.;

–          correction concept of business systems.

One of the life-cycle theory proposed by an american researcher I. Adizes at the end of the 1980 s. Adizes theory focuses on the two most important parameters of life organization - the flexibility and manageability. In contrast to the theory Adizes I., L. Greiner proposed a model describing the development of companies through a series of crisis points. He identifies five stages of organizational development, separated from each other moments of organizational crises. Way from one stage of development to the next company goes overcoming this crisis corresponding transition.

Adizes theory describes a monotone unidirectional evolution, where the boundaries are blurred and conventional stages. Greiner's contribution consists in the fact that his model already assumes a transition to a different organization of the qualitative state through revolutionary changes in the internal environment, aimed at overcoming the crisis spots. In his model Livehud growing organization considers the organization as a set of three subsystems: the economic, social and technical.

All three subsystems - is equal in significance, parts of a whole - the organization, but that the whole becomes only through purposeful and through social subsystem. All changes in the organization can start with any subsystem, but ongoing changes should affect all three subsystems simultaneously. By Livehud in his life any organization goes objectively legitimate and successive phases of evolution, beginning with the pioneer or pioneering phase:

1.        Pioneering phase.

2.        Phase differentiation.

3.        Integration phase.

4.        Associative phase

At each new stage becomes dominant new subsystem, which subsequently determines the structure and nature of action for the company's customers, personnel, marketing and management.

As you can see, the concept Livehud as well as previously discussed theory and life-cycle model provides unidirectional character development. Boundary phases of development, as well as at the Adizes, fuzzy. New transformations is to consider in terms of priority subsystems organization and more emphasis on the social aspects

Converting the original business idea is based on the regulatory parameters developed business system:

–     Calendar lifecycles;

–     Developmental milestones ( conservative and innovative);

–     Development of critical points;

–     The main periods of development;

–     Development of control points;

–     Calendar dates stages, periods, critical control points and the development of business systems.

Normative basis of the organization life cycle model consists of two complementary stages:

–     Quantitative phase - conservative stage of development. All resources are directed at increasing the volume of production, the main goal - their maximum magnification.

–     Qualitative stage - a pioneering stage of development. Since the beginning of this phase begins active and apparent «aging» business ideas.

Continuing Greiner rational ideas about crisis areas of development, developers establish a clear distinction between the concept of stages of development on the quantitative and qualitative, are separated concepts of growth and development. Transformed the very concept of life-cycle development is no longer monotone evolutionary unidirectional character defining indispensable destruction of the organization, and can be continued indefinitely, passing several times the same life-cycle phase. Correction concept business systems organically combine evolutionary approaches to development with a synergistic approach, combining the features of both theories.

All of the above researchers describe modern theoretical approaches to the development of the organization, but deeper into the evolutionary theory, focusing on changes in the organization over time, at different stages of development. Today in the face of constant change organizations need to develop common principles and approaches to management, modification and evaluation of development of the organization.

Literature:

1. Filonovich S.R., Kushelevich E.I. The theory of the organizational life cycle I. Adizes and Russian Reality // Case Studies. - 1996. - ¹ 10. - S. 63-71.

2. Efremov V.S. Strategic management in the context of organizational development // Management in Russia and abroad. - 1999. - ¹ 1. - S. 63-71.

3. Pavlutsky A., Pavlutsky E., Alekhine O. Management of the third millennium: system-evolutionary approach to the development of organizations // Personnel Management. - 2001. - ¹ 2. - S. 15-18.

4. Zacks S. Evolutionary theory of organization // Problems of the theory and practice of management. - 1998. - ¹1. – S. 28-32.