This research paper examines the internal client and its commitment with organizational transformation. It establishes the hypothesis that organizational transformation is key in the alignment of a company with market requirements and that such transformation can be successfully initiated by a cooperative institution as well as a private company. It also examines the role of management commitment in the process of change.
This research paper examines the internal client and its commitment with organizational transformation. It establishes the hypothesis that organizational transformation is key in the alignment of a company with market requirements and that such transformation can be successfully initiated by a cooperative institution as well as a private company. It also examines the role of management commitment in the process of change.
This paper presents the results of what we believe is the first such experiment to be publicly reported: simultaneously testing five actual new product concepts in four countries around the world. What makes this experiment unique is that since the research institutes conducting the test sponsored it, the case histories can be presented and discussed openly without divulging client confidences. As a result, this paper provides an opportunity to see how concept testing results compare from country to country based on actual concept testing results.