cts.ConclusionAs demonstrated in this paper, there are many factors to take into consideration when identifying and solving problems on a large scale. First there are needs on many levels which must be assessed. This assessment should focus on organizational, task, and individual levels to capture a full understanding of where the challenges lie on a three dimensional scheme.Second, a cost analysis must be done. This, among other things, focuses on CBA, to gain a better understanding on where potential benefits and pitfalls lie. Also, to evaluate the results of a particular program, there is cost effectiveness analysis. The third point within cost analysis is ROI. ROI was demonstrated in the case of DoubleClick, and Erekson et al (1996) suggests that cost analysis has many methods, and that the right method in any given situation might involve drawing from each and every approach.The third and final consideration addressed was research techniques. These techniques, personal interviews, focus groups, and test marketing, demonstrate the needs for an organization to examine their subsequent research techniques and implement programs to gather as much information as possible before attacking a larger market segment. Kolter states that most companies know market testing can yield valuable information about buyers, dealers, marketing program effectiveness, market potential, and other matters. The main issues really are, "how much market testing and what kind. Overall, these points are a general guideline to effectively creating change and foreword inertia. By following these fundamentals and utilizing the principles within, an organization can create a climate conducive not only to change, but to growth as well. Time and again, these factors have been proven to be a formula to success....
