1945

The implementation cycle

Once you have a set of innovative ideas that have been screened to ensure that they are in line withyour corporate positioning strategy, you then need to develop a concept proposal. This proposal deals withthe marketing, operational and financial ramifications of pursuing the idea. Box 21 provides a sampleformat for developing such a proposal. In order to identify all possible impacts on your current servicedelivery system, a cross-functional team should develop and test the concept – i.e. staff with responsibilityfor customer contact and staff with administrative duties.

Related Subject(s): International Trade and Finance
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