Mutual Marketing - The Most Efficient New Relationship Marketing Practical Handbook

Author: Luo Man
Publisher:
Publish Date: 2006-06-01
Features: This is the most frightening obstacle: corporate culture. A wise man once told me, "Culture always consumes change." He was right. No matter how beneficial or necessary change is for an organization, experience tells us that corporate culture will resist it to the very end. Perhaps after the change, every employee will be more successful and earn higher salaries, but most will either openly or secretly resist. There are many theories on how to handle the change of corporate culture. They all point to the fact that change does not happen from the bottom up; it can only happen from the top down. Among these theories, the "Rubber Band" theory seems to be the simplest and most realistic: Place a rubber band between your thumb and forefinger, and use your other hand to pinch the middle of the rubber band and pull it to one side. Here, the rubber band represents corporate culture. Without consistent support from management, all we can do is stretch corporate culture. And once we let go, the rubber band will return to its original state. We will discuss in detail the process of changing corporate culture and how to successfully operate this "rubber band" in Chapter 8. P20-21