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

Abstract

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.

Citation

(2004), "Transforming Andersen into Accenture: Rebranding helps the best get even better", Strategic Direction, Vol. 20 No. 5, pp. 17-19. https://doi.org/10.1108/02580540410532687