Marketing to Non‐Managers

Through a case‐study, this paper discusses how ‘non‐managers’ take part in the purchasing of new equipment This influence on the diffusions of innovation is demanding a reorientation of marketing strategy for the selling of technology. It is concluded that the new strategies must adapt to both unions and individuals on the ‘shop floor’ of the customer firm. Some evidence from democratisation research is presented, which could help marketers in predicting when unions and employees take an active interest in purchasing decisions.