The Competitive Advantage: Helping Buyers Buy
- Topics:
- Assessment
- Source:
- Sharon Drew Morgen
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Overview: Remember that making a purchase means much more than a buyer liking or needing your product. It means making a wide array of decisions involving partners, teammates, decision-makers, management, and stakeholders. It also means aligning cultural norms, hidden agendas, political maneuvering, history, rules, and roles. And it means addressing issues of timing, budgeting, in-house capacity, and flexibility. Article notifies that managers know what results to expect in an existing environment. When change is initiated, no one knows what to expect, so initially there may be no way to track results or even decide on what measurements to track.
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Format: PDF | Size: 1,320KB | Date: Apr 2003 | Pages: 18
