HOW TO PERSUADE CUSTOMERS IN SELLING NANOPRODUCTS?

Adriana Ungureanu and Emilia Pascu
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Adriana Ungureanu: ”Dimitrie Cantemir” Christian University – The Faculty of Tourism and Commercial Management
Emilia Pascu: ”Dimitrie Cantemir” Christian University – The Faculty of Tourism and Commercial Management

Network Intelligence Studies, 2019, issue 14, 135-141

Abstract: Good ideas are sometimes hidden in new unknown products and they can die if the selling process fails. Decades ago, the nanotechnology concept used to be a nice dream and many discoveries were at the starting level. Nowadays we have plenty of successful nanoproducts that succeeded to cross the fundamental discoveries and won, step by step, slices from the market. In this article we analyze a descriptive case study of an entrepreneurial attempt for producing and selling nano-items on the Romanian market. Our purpose was to gather – through the in-depth interview method – some relevant information regarding the strategy adopted and the conditions that guide the small company in its acting on the market. We found that beyond the way of thinking and confronting the fear for something that people do not know, the technics of selling and the management of customers and clients are the key to reach success. Our study allows us to learn a lesson about practices used in persuading customers during the selling process of nanoproducts, but the result brings us to the conclusion that for the moment the company cannot survive without producing and selling traditional or other products. Meanwhile, nanoproducts remain the flagship of the company, insufficiently explored, trying to cross the obstacles at the level of laws and customer mentality.

Keywords: Entrepreneurship; Customers Relationship Management; Nanoproducts; Marketing strategy; Technology; Product design (search for similar items in EconPapers)
JEL-codes: L21 L26 M11 M31 O33 (search for similar items in EconPapers)
Date: 2019
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