ABSTRACT
Dealing first with the attitudes of non-leader executives, as they evolved from this series of interviews, their attitudes to their products and their consumers can be illustrated under seven headings: Their companies' distributors, i.e. wholesalers, multiples, dealers; The various sectors of their companies, i.e. marketing, product-planning, advertising, selling, service; The household products; The consumer; Government policies and regulations; Their successful competitors; Their own business activities. The other group profile which evolved from the material gathered in the course of the main pilot study was that of non-leader salesmen. Essentially its main features can be summarized as: attitudes towards the job, and attitudes towards consumers. In the course of the study the opportunity was taken to examine the companies'. Both the successful companies and the non-leaders provided the author with a wealth of material, but one significant difference must be emphasized. The non-leader executives appear to have personal conflicts directly affecting their business which are not resolved.
