This is the second volume of a dissertation dealing with industrial marketing change processes. The empirical part of the dissertation describes a set of marketing organization changes in Pharmacia Biotech. In 1959 Pharmacia AB launched a completely new separation product for biochemical separation and entered a period of steady growth and development in a completely new business area. By the second half of the 1980s, Pharmacia Biotech AB, subsidiary of the multinational pharmaceutical corporation Pharmacia, had become one of the world's major suppliers of biotech products and services. In 1986, following a sustained period of sharp sales increases and growth, Pharmacia Biotech acquired its main competitor LKB-Produkter AB. The merger process of the two companies triggered off a number of important marketing organization changes. One of these concerned the physical distribution and the stocks of biotech supplies. A centrally coordinated project was also started for restructuring the company's after sales service operations. These two projects overlapped with two other change processes with significant effects on Pharmacia Biotech's marketing organization. In one of the biggest business deals ever concluded in Sweden, the whole Pharmacia corporation was integrated into a large conglomerate, the Procordia Group. During the same period, the company entered a phase of internationalization in which the former country based net of marketing subsidiaries was rearranged and adapted to a new international situation. Regions and sub-regions were formed, and heavy emphasis was put on reorganizing the market organizations in Europe. These reorganization processes are the focus of a historical study of Pharmacia Biotech AB covering the period 1959-1995, including a prologue starting in the 1930s. The story is the empirical part of a study of industrial marketing change processes. It complements a separate analysis volume entitled "Concurrence, Transition and Evolution - Perspectives of Industrial Marketing Change Processes". / Utgör del av författarens diss.

This is a dissertation (consisting of two volumes) dealing with industrial marketing change processes. The study explores a key theoretical and practical problem in industrial marketing; how to create major organizational marketing change in large and complex industrial companies. The study focuses on the interplay between longitudinal, strategic changes in marketing operations and the moving contexts in which they emerge. On theoretical and empirical grounds a number of perspectives on industrial marketing change processes become apparent. In the analysis of a set of focal marketing change episodes, several structural-contextual and temporal focuses are featured. Marketing change episodes are viewed as embedded in a set of concurrent change processes. They are also part of marketing system transitions, building on, while breaking with, the structures of prior changes, moving towards new states of functioning. Marketing change episodes are also viewed as embedded in more long-term, historical processes of change. Putting in focus the industrial marketing change processes, the study embraces the idea of an inseparable relationship between change and stability. The study of the dynamic interplay between marketing change agency and moving contexts concludes with a set of theoretical and managerial issues. The empirical part of the study describes a set of marketing organization changes in Pharmacia Biotech AB between 1989 and 1993. These reorganization processes are the focus of a historical study of the company covering the period 1959-1995, including a prologue starting in the 1930s. This volume complements a separate case study volume entitled "The Emergence and Change of Pharmacia Biotech 1959-1995 - The Power of the Slow Flow and the Drama of Great Events". / Utgör jämte författarens: The emergence and change of Pharmacia Biotech 1959-1995 diss. Stockholm : Handelshögsk.