Aurand, Timothy W.; Schoenbachler, Denise D.; Gordon, … - In: Journal of Product & Brand Management 5 (1996) 3, pp. 6-23
One of the most popular topics in American business today is reengineering. Rarely has such a misunderstood term been embraced so widely in theory and in practice. Numerous definitions and lists of key components to successful reengineering have confused managers as to what reengineering is in...