The first understanding that must be referenced has to do with the need for effective management techniques that can provide for a culture of success within the new expansion. Whereas the provision of certain products to the consumer is ultimately the means by which the company could hope to become successful, the establishment of an effective culture within the company, and exhibited amongst its employees, will also have a tangential and direct effect on whether or not consumers will be satisfied with the products and will seek to repeat the buying experience in the future (Gorden, 2009). Likewise, management should seek to promote a level of unified and uniform training of its employee base so that they will be capable and knowledgeable with respect to understanding unique nonverbal cues that the consumers might provide them (Mollins, 2008). For instance, Shaun Gallagher would promote interaction theory as a means of developing a level of social and psychological understanding in terms of the way in which the consumer react and the means by which the salesperson or staff member engages with that. Rather than merely providing employees with a certain set of expected statements or product promotion that they can provide, interactional theory would encourage management to place a specific focus on the level and extent to which money is directed towards training sales numbers in terms of how they should respond from a nonverbal point of view (Marpin, 2013).
Likewise, in attempting to craft an effective firm, Burn’s theory of leadership as such, would indicate that stakeholders within management should either practice a transactional form of leadership or a transformational leadership (Oppenheimer, 2013). As such, the transactional form of leadership is one in which the leader focuses on building relationships between the leaders and followers.