Assume you are the sales manager for a small producer of hip-hop fashions.As you arrive at a trade show to promote your firm's new line, your assistant pulls you aside to warn you that some of the owners of shops that usually carry your line are looking for you - and several are hopping mad.They've heard rumors that a big retail chain will be carrying your new line in all of its stores.In the past, your firm has distributed its fashions only through these small, "independent" retail shops, and they see the big chains as threats.Although you have had some negotiations with a buyer for the big retain chain, no deal has been reached yet.

What will you say to the owners of the small shops, many of whom helped your firm get started and havehalfwayssupported your marketing plans?

If you are certain that most of these small retailers will not place any orders if they think the big chain will be carrying the same line, will you respond differently?Explain your thinking.