“Woah! It's like Spotify but for academic articles.”

Instant Access to Thousands of Journals for just $40/month

A Model for Reducing Internal Resistance to Change in a Firm′s International Marketing Strategy

A Model for Reducing Internal Resistance to Change in a Firm′s International Marketing Strategy A model is focused on for reducing resistance within an organisation that is directed at changes in its international marketing programme. It is suggested that methods for reducing resistance to change can be divided into either methods for building total support/ acceptance or methods for building a consensus of support/acceptance. This model allows the marketing administration to select methods of reducing resistance that will have the best chance of succeeding. Of course, no method can guarantee success in totally reducing the resistance that might occur. However, the model presented can be one of the tools that marketing administrators can use in developing highly effective and efficient international marketing programmes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Loading next page...

You're reading a free preview. Subscribe to read the entire article.

And millions more from thousands of peer-reviewed journals, for just $40/month

To be the best researcher, you need access to the best research

  • With DeepDyve, you can stop worrying about how much articles cost, or if it's too much hassle to order — it's all at your fingertips. Your research is important and deserves the top content.
  • Read from thousands of the leading scholarly journals from Springer, Elsevier, Nature, IEEE, Wiley-Blackwell and more.
  • All the latest content is available, no embargo periods.

Stop missing out on the latest updates in your field

  • We’ll send you automatic email updates on the keywords and journals you tell us are most important to you.
  • There is a lot of content out there, so we help you sift through it and stay organized.