Gujarat State Marketing Federation came into existence in 1975 as an apex of six regional federations. Though the regional federations saw the immediate benefit for organizing the apex, they soon found that the apex was competing with the members in many areas. The Chief Executive of the Apex Federation introduced a number of activities to strengthen the economy of the members, and he found immense opportunities for rapid development provided he could get the complete support of the member organizations. Since it was not forthcoming easily, he was wondering about an appropriate strategy to forge an effective link between the members and the apex.