The Market Context. Most of what we buy, we purchase in a retail outlet of some kind. Whether it is a staple food, like flour, a convenience product or meat, we must find a stall…
Abstract
The Market Context. Most of what we buy, we purchase in a retail outlet of some kind. Whether it is a staple food, like flour, a convenience product or meat, we must find a stall, shop or supermarket to buy it.
The main pitfall in introducing a technology to a new market is the amount of support it receives from its new environment. The transfer of a sales control system (designed in…
Abstract
The main pitfall in introducing a technology to a new market is the amount of support it receives from its new environment. The transfer of a sales control system (designed in Europe) to six Gulf‐market distributors illustrates the need for a triangular consultancy relationship between consultant, user and sponsor, and the understanding and avoiding of cultural obstacles.