To conclude this commentary, it may be worthwhile to clearly state the research direction that the Achrol article has launched. First, the article begins by identifying the forces that are causing network forms of organizing to spread. If network organizations continue to proliferate, as they are likely to do, then marketing as both a function and discipline must change, too. Second, Achrol helps us to understand network organizations by providing a comprehensive typology that describes the commonly found network forms. Third, the article specifies some of the key variables that need to be examined to build an integrated theory of network management. It is hoped that at some point in the not too distant future, managers can be shown how to design and operate each of the major types of network organizations. Finally, Achrol urges marketing to adopt a paradigm more consistent with the reality of today’s and tomorrow’s organizations. His article is certainly a step in the right direction.
