It highlights the character of the alternative paradigm by looking at Soft OR and Critical Systems Thinking. For The SME Service Sector by Jon Mitford , Tyneside Training and Enterprise Council. Jon Mitford defines the logic and business advantage of the micor-economic response of clustering and draws comparisons with the wider integration of regionalism at the macro economic level. He also provides details of the innovative work on professional services clustering being undertaken by the Tyneside Training and Enterprise Council in the north east of England. Archive of previous newsletters and articles for Synthesis web journal.
Marketing is seen by many people as the way of doing business.
Chris Macrae suggests that , in terms of organisational politics, integrated new marketing requires a company leader whose visionary and rigourous authority overwrites an organisation's cultural hangover from financial management's term of governance. New interactive marketing must revolve round a transformation in organisational learning. In the 1990's there has been a growing need to respond to the paradigm shifts in flexible specialisation and the network economy. Harri Jaskari outlines the thinking behind changes to local business support through the formation of strong clusters and networks. He suggests that the concept of clusters create the basement of competitive edge, and the concept of networks makes possible an increase in that competitive edge.