in 2005, a team of marketing researchers, barak libai, eitan muller and renana peres, found that, contrary to managerial intuition and common assumptions in marketing research, strategies that disperse marketing efforts are generally better strategies. these include 'support the weak', in which the firm focuses its marketing efforts on the remaining market potential, and 'uniform', in which the firm distributes the marketing efforts evenly among its regions. this conclusion is congruent with the work of japanese business strategist kenichi ohmae, which suggests that the sprinkler business model is superior and recommended to companies wishing to start a seeding program.