The challenge of change at Thomas Cook: Uniting 28,000 employees behind one brand

Abstract

When Condor and Neckermann (C&N) acquired Thomas Cook in early 2001, it saw an exciting opportunity to expand its international business and roll out the Thomas Cook brand across the company globally. Thomas Cook’s successful past spans 160 years and has given rise to a rich pioneering heritage, so any rebranding could not be only a paint job, it had to be meaningful.

Citation

Coles, A. (2003), "The challenge of change at Thomas Cook: Uniting 28,000 employees behind one brand", Human Resource Management International Digest, Vol. 11 No. 4, pp. 3-7. https://doi.org/10.1108/09670730310792826