Project redemption. Researching a new distribution method for fmcg brands in South Korea
Clive R. Boddy Brown and Williamson, Korea
RESEARCH TO REFINE AND DEVELOP A NEW DISTRIBUTION SYSTEM
The new distribution system is based on telemarketing and as an idea it was opposed by many of the Korean staff of Brown and Williamson (who regarded it as contrary to Korean culture where traditionally sales were built by developing face to face contacts over a long period of time) as well as the company's advisors and agencies. Our research company was prepared to consider the idea and they proposed...