History tell us that construction people lack the desire to change, even if it might make their work easier. In a recent survey, construction foreman were asked what would they buy to make their job...

History tell us that construction people lack the desire to change, even if it might make their work easier. In a recent survey, construction foreman were asked what would they buy to make their job easier if they were given $75,000. The overwhelming answer was: a bigger pickup truck. Thus, it is not surprising that new but ergonomically optimized tools are not being bought by construction companies, which in turn discourages tool manufacturers from investing in their production. Develop a marketing strategy for a new tool that improves the performance of a construction worker. How would you convince a manufacturer to make it? How would you convince enough contractors to buy it? What would you recommend the contractors use in order to make sure that the new tool would be adopted by the employees?