So companies that try to go against the norm often get pushed back into the norm by the Netherlands Email Address ecosystem they are in. We also see that happening with new entrants. Sometimes regions can also be a source of bad habits in the sense that. What can work in one geography if transferred somewhere else doesn’t necessarily work. There is good research available on the old total quality management approach. which came from Japan and then was applied in the United States. People started doing it because they thought This is a good practice. It worked wonders in Japan but it got transformed in a different cultural context.
The response was just one example of corporate controversy
Clearly it can gulf email list work the other way around as well. Going back to the idea of breaking norms an entrant from a different geography can come in and do things. Differently in a way that’s successful. And that can trigger change in an industry. One example is the practice of detailing in pharmaceuticals marketing. In many countries, there are restrictions on drug advertising, so salespeople adopt the practice of handing out to healthcare professionals samples and information on certain drugs that’s not technically advertising. It’s a huge practice. There is research on the effectiveness of it by two Columbia professors. On average, these salespeople have to give out 26 free samples to induce just one new prescription. It’s very obviously not cost-effective anymore.
Knowing when and when not to comment officially on a public issue
And I say “anymore” because it might have started out as a good practice; it just has been pushed up to such levels that it’s now wholly ineffective. The pharmaceutical companies I spoke to all said, “Yeah, everybody’s having doubts about whether it’s still effective,” but they stick with it because of, again, uncertainty. “We don’t know what will happen if we stop it or if we scale back.”
Then I spoke with a Japanese company that had entered the Western European market and said it was not going to use detailing. The company was quite successful. This is a case of an entrant from a different geography doing something different, triggering change. So inasmuch as bad habits can come from different sources, solutions can too.