As a regional sales executive, you have been sent to a tropical area where the climate is hot and dusty. Your company’s corporate policy mandates that all executives wear a tie. However, you look like a fish out of water compared with competing sales personnel in the region, and your potential customers also find your attire inappropriate.

How would you explain your corporate policy to these customers and leverage this to create a positive image of your company? Explain whether you could use this to also enhance price acceptance of your premium products for that region. [LO-6]