In this condition the individual acts in concert with the organization, its policies, politics and culture, influenced by those in authority or with status. These pressures, which are dependent on the individual buyer’s age, willingness to take risks and personality, serve to modify the buyer’ s relationship with the entrepreneur who wants to sell his or has innovation to that business. This means that further to identifying segments., perhaps based on type of industry, size and needs for supplies, equipment and raw material, the new venturist must also classify the market segment in terms of decision maker and influencer (Figure 11.5)