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At this point, the concept of referent power (McShane & Von Glinow, 2004, p362) dominates. Because this relationship-based culture is highly regarded in the Sales department, this soft technique of gaining trust and admiration from the members of the Sales department will enhance their trust in the fact that the goals of the R&D department are in line with their own...

Specifically, they are interested in providing what the customer wants, and if the representative from the R&D department has demonstrated that their goal is to develop what the customer wants, the job of the Sales department is made that much easier. The WIFM concept is not limited to what they can offer to others; the members of the Sales department are interested in furthering their own agenda...

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