Reviews the process of change and learning undertaken in mining equipment company Tamrock Africa, using as a backcloth a portrait of life and evolution in Mabula, South Africa, in the game park which provides the setting for the senior management meeting to build account plans for the company’s key customers; uses the analogy of the imminent extinction of the black rhino to chart the demise of old‐style selling. Stresses the importance of a new partnering relationship, with customers’ needs paramount, and traces the cause of the learning achieved at the Mabula workshops.
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