A. Introduce punishments for employees who do not become more customer-friendly.
B. Stop trying to convince employees that they should change their behavior and use other strategies to gain market share.
C. Inform employees about the driving forces in the external environment indicating that the company’s dominant position will be threatened unless they become more customer-friendly.
D. Keep pushing employees to change even though they don’t see the need to change and attempt to replace the existing change agent.