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A Discussion of Geller's Commentary on Expanding the Content of Organizational Behavior Management

Abstract In the following commentary, I attempt to support Geller's (2002) suggestion that the content of OBM be expanded to incorporate precepts from social learning theory and cognitive mediation. The balance of my commentary includes observations of this expanded model as a business development project whose strategy is informed by necessity and opportunity. Behaviorism is poised to fulfill its promise, but that can only be achieved through an entrepreneurial, market directed, and integrated strategy.