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Lessons from Accenture’s 3Rs: rebranding, restructuring and repositioning

Article Information:

Title:

Lessons from Accenture’s 3Rs: rebranding, restructuring and repositioning

Author(s):

Jack G. Kaikati

Journal:

Journal of Product & Brand Management

Year:

2003

Volume:

12

Issue:

7

Page:

477 - 490


ISSN:

1061-0421


DOI:

10.1108/10610420310506038

Publisher:

MCB UP Ltd

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Abstract:

This article analyzes Accenture’s reincarnation by pinpointing the main lessons that might be emulated by other companies contemplating going down the three-pronged road to rebranding, restructuring and repositioning. Its objectives are three-fold. First, it traces the company’s heritage and highlights that it pioneered the splitting of consulting from accounting activities. Second, it discusses the three pillars of Accenture’s transformation involving rebranding, restructuring and repositioning campaigns. Finally, it recognizes Accenture’s two leaders who transformed this company from merely good to truly great in a relatively short time.

Keywords:

Consultants, Organizational restructuring Corporate branding, Rebranding


Article Type:

Case study


Article URL:

http://www.emeraldinsight.com/10.1108/10610420310506038

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