The Authors of One Study Noted That Nestlé and Other

question 54

Essay

The authors of one study noted that Nestlé and other large companies that once had a polycentric approach to consumer and trade sales promotions have redesigned their efforts.Based on a study by Kashani and Quelch,identify factors that contribute to more headquarters involvement in the sales promotions effort.

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Definitions:

Adherence

The extent to which individuals stick to agreements, plans, or treatment recommendations.

Commitment

The emotional or psychological attachment an individual feels towards a cause, activity, or institution.

Compliance

The act of conforming to a request, rule, or specification.

Resistance

Opposition to change or the refusal to accept new ideas.