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.