Change management Change is one of the factors experienced in business acquisition. Employees tend to engage in change resistance due to some reasons such as reluctance to abandon old habits (Calvo‐Manzano et al. 2012, p.521). Inadequate communication and training are some of the factors that cause change resistance. Change management is essential to allow for
CHAPTER 3: Antecedents and Consequences of Marketing Innovation What is marketing innovation? Marketing innovation can only be understood by clearly defining the two words involved, i.e. Market and Innovation. So, what is marketing? This is the process where the producers of a certain good or service create awareness to the target group of consumers. They