Carlos obtained Fournier’s approval to implement “Telesales” (i.e., Carlos’s renamed version of Dubai’s Telemarketing). Telesales was successful within a year of launch. Success factors were: project’s IT aspect; salespeople’s acceptance of using computers; salespeople not resisting potential added control of Telesales; and offering of a complete package.
This case makes several points regarding best-practice transfers: having a working template (i.e., location to observe practice being transferred in operation) is valuable as a referent and a persuasive mechanism; sharing best practices often requires time to pilot and convince others to adopt practice; and being creative in communicating a best-practice initiative may be important to an initiative’s success.
- Best-practice transfer
- Knowledge transfer
- Knowledge sharing
- Knowledge management
- Change management
- Change carriers
- Core competence
- Cross-border transfer. AR2004
- AR0304
- RD0304
