ABSTRACT
Apart from the self-employed entrepreneur with no staff, everybody is likely to encounter resistance to change. And, moving from product to customer focus which will always be at the core of a real marketing strategy, will encounter more resistance than most changes introduced to an organization. The marketer charged with a great sense of the rightness of the cause is understandable, even laudable. But the resistors of change are also fired with what they believe to be the rightness of their cause and will fight hard against what they believe to be a threat to the future of the business – after all, working this way has got them this far hasn’t it? And they are particularly good at doing this sort of business.
