Not all decisions need a protocol
Contingency theory is a way out of Jungle.This theory can not be overruled in any organization.It gives the employees the opportunity or the authority to make some decisions especially those decisions that will make the company big and/or survive.
Some decisions do not need protocols. Most importantly,those ones that require urgency.
“A contingency theory is an organizational theory that claims that there is no best way to organize a corporation, to lead a company, or to make decisions. Instead, the optimal course of action is contingent (dependent) upon the internal and external situation.”
A marketer need not to have a laid down strategy for all its customers because customers are characterized by different features. And so they can’t be judged or measured by a standing strategy.
Contingency theory is also linked to marketing theory. The end result is to satisfy the customers and in return make profit for the organization and stimulate demand for the company’s services.
A field marketer do not need to rush back to the company to ask for what to do when a customer complains about poor service. He OR she must look for a way out.
Should a firm be set on fire, will the manager need to call a meeting or pass a memo before finding a way to quench the fire?
All these are the attributes of contingency theory/ marketing theory.
Having found a solution to a problem ( in the form of satisfaction),then, meetings can be held to applaud such actions/ decisions.
Organization should endeavour to inculcate the theory as it helps and promotes growth and development amongst the firm.
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