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Keywords: Rebranding
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Journal Articles
Transforming Andersen into Accenture: Rebranding helps the best get even better
Available to Purchase
Journal:
Strategic Direction
Strategic Direction (2004) 20 (5): 17–19.
Published: 01 May 2004
... 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...
