Three‐Way Consulting in the Middle East

Abstract

The main pitfall in introducing a technology to a new market is the amount of support it receives from its new environment. The transfer of a sales control system (designed in Europe) to six Gulf‐market distributors illustrates the need for a triangular consultancy relationship between consultant, user and sponsor, and the understanding and avoiding of cultural obstacles.

Citation

Glassock, L. (1985), "Three‐Way Consulting in the Middle East", Industrial and Commercial Training, Vol. 17 No. 2, pp. 15-20. https://doi.org/10.1108/eb004001