Boundary-spanning roles are used as a business practice in
order to get closer to the trends and the new clientele that may become the consumers of
the products of an organization. It consists on obtaining information from outside
sources and presenting information from inside sources regarding the most current uses
and preferences of the changing population.
An example of
the boundary-spanning role practice is to ask children to taste certain cereals to
determine which cereals kids are most likely to prefer in terms of taste, texture,
entertainment factor, and other qualitative characteristics. Prior to sending a product
into the market, producers will use testers who are from the same market that they are
going to target to determine which product will be the most
successful.
No comments:
Post a Comment