Branding

Developing a New Positioning Over the years, Andersen Consulting had evolved its pose to bankrupt meet the needs of its clients and marketplace opportunity (see Fig. 9). In this sense, Andersen Consulting fostered a fluid and evolving positioning. This evolutionary model came not just from the demands of the marketplace. agree to Jim Murphy, Andersen Consultings Global Managing Director of Marketing & Communications, the business lead of Andersen Consulting was historically uneasy with the status quo. There is a hunger for pushing the next horizon.27 In the months before the arbitration decision, Andersen Consulting was ontogeny a new positioning that sought to formalize its position as a leader in the new economy. To distinguish Andersen Consulting from its competition, the firm actual a positioning platform that captured the companys visual modality and strategy -- positioning Accenture as a bridge detergent builder jockstraping companies bridge the gap from the old economy to the new. It also positioned the company as one who helped companies transform trends into business opportunities utilise its deep global knowledge, its unique vantage point and its breadth and wisdom of resources and relationships.

Behind this idea of partnering with clients was Andersen Consultings vision statement: To help our clients create their future. In July 2000, the firm tested its new positioning with employees, partners, clients, potential clients, dot-coms and recruits in key markets worldwide. The response was very positive, and the company forged ahead with the repositioning. 28 Underpinning this positioning was the companys vision to compose one of the worlds leading companies, bringing innovations to improve the elbow room the world works and lives.29 Andersen Consulting executives saw the firm as a leader in the new economy candid of creating value for companies in innovative ways, of broadening the accepted definition of a consulting firm. The firms new... If you want to get a replete essay, order it on our website: Ordercustompaper.com

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