Developing a Model for Market-CentricOrganization Analysis

The primary focus of the present study is to review organization analysis modelsfrom thestandpoint of marketing and to propose an appropriate model for information centers andentities. a detailed literature review is made concerning marketing concepts, principlesand services with respect to information organizations. the second stage deals with reviewand study of information entities, their goals, duties, structures and existing approaches.while many suggest a norbert-weiner model as the most appropriate for a flexibleorganization often represented by an information center, it does not totally the varietymodes of services cape deployments available to such entity. depending on their imagerepresentation in either physicalspace or web space or evenservice space, as many as fourdifferent models could be used for organizational analysis of essentially such a singleentity. to develop a more unified model, we decided to study the marketing philosophiesin such entities as a point of departure for corporate analysis. it was found that 27 factorsshould be considered in order to analyze a typical library or information entity from amarketing standpoint, regardless whether it is a passive or an active analysis. theseinclude items like organization product range, customer convenience, people, synergicmatrix, involvement and interconnection. using iranian scientific information anddocumentation center as the baseline,we were able to arrive at and verify a market mixmodel that can effectively address such analysis and provide the information and librarymanagers. hence, it seems an effective tool for identifying not only the competitiveadvantage but potential challenge areas within their respective organizations.