search query: @author Darling, J. R. / total: 9
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| Author: | Darling, J. R. Taylor, R. E. |
| Title: | A model for reducing internal resistance to change in a firm's international marketing strategy. |
| Journal: | European Journal of Marketing
1989 : VOL. 23:7, p. 34-41 |
| Index terms: | INTERNATIONAL MARKETING ORGANIZATIONAL CHANGE MARKETING STRATEGY |
| Language: | eng |
| Abstract: | Special problems of the execution of marketing strategy changes are discussed. The modern definition of marketing is examined. The sources of resistance to change are listed. Literature about the topic is reviewed. The major methods of reducing resistance to change are analysed. The basic steps of the consensus approach are outlined. The method is adapted to changes in the international marketing programmes. The model allows the marketing administration to select methods of reducing resistance that will have the best chance of succeeding. Practical tips are presented for the managers, possible alternatives are evaluated. |
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