Transforming Andersen into Accenture : Rebranding helps the best get even better

Is a change as good as a rest? For Accenture it was much better than that. As Andersen Consulting, the company was already hugely successful. But an effective program of rebranding, repositioning and financial restructuring has helped expand operations and cement its position as the world’s premier supplier of management and technology consulting services and solutions.

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Year of publication:	2004
Published in:	Strategic Direction. - Emerald Group Publishing Limited, ISSN 1758-8588, ZDB-ID 2089990-7. - Vol. 20.2004, 5, p. 17-19
Publisher:	Emerald Group Publishing Limited
Subject:	Rebranding \| Consultants \| Organizational restructuring

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Type of publication:	Article
Type of publication (narrower categories):	viewpoint
Language:	English
Other identifiers:	10.1108/02580540410532687 [DOI]
Source:	Other ZBW resources

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