States it is not enough for a project leader to be good at project management, or to be aware of the need for fluent communication. Believes a project sponsor not only initiates the project but is also the project leader’s boss. Catalogues 4 Figures that add emphasis to the article. Confirms that stakeholders must be able to be divided into market segments for the benefit of project leaders. Determines that there are two aspects requiring particular emphasis: image and culture; and networking or informal contacts. Suggests one effective way of energizing internal market effort involves networking different team members at differing times in various roles.
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