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Home→The Westburn Dictionary of Marketing→C→change agent

change agent

Definition:
A person or persons with particular responsibility for bringing about change in existing practices. Doctors, missionaries, agricultural advisers etc. all act as change agents in DEVELOPING COUNTRIES by introducing new practices and methods. In the business context, management consultants are frequently employed as change agents since they tend to be perceived as more objective and so more credible than change agents working within a company. Similarly, salesmen act as change agents when they persuade customers to try new products.

Cross-References:
[developing countries]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].