Relationship Marketing Strategy and implementation

enced buyers and managers from rival stores who have sought employ-
ment at Nordstrom have been shocked when told that they must start on
the floor regardless of their current position elsewhere.) Nordstrom
believes that everyone, as a rite of passage, must demonstrate an ability to
respond to customers and sell effectively. An aspiring employee is not
regarded as knowing the culture until proficiency is proven. The company
only promotes from within. (The four new co-presidents are role models,
each having risen up from sales clerks through the ranks.) States one exec-
utive VP: ‘It’s almost impossible to overstate how important this common
career track contributes to our ability to communicate within the company.
It’s like we all speak a common language from top to bottom. It helps us
avoid the weversus themmentality.’^21

Too confusing

Nordstrom’s operating system is replete with contradiction and paradox.
For years, management has refused to publish an organization chart

The recruitment and internal market domains 387

CUSTOMERS

Sales and support people

Department managers

Store managers, Buyers,

Merchandise managers,

Regional managers,

General managers

Board of

Directors

Figure 5.3.3 Company structure.