More search options
Basket icon
No items
Basket icon

Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. IMD-5-0551
Subject category: Marketing
Authors: Dominique Turpin (International Institute for Management Development (IMD)); David H Hennessey (Babson College)
Published by: International Institute for Management Development (IMD)
Originally published in: 1999
Version: 01.07.2003
Length: 20 pages
Data source: Field research
Topics: Global branding; Brand management; Consulting
Share a link: https://casecent.re/p/11920
| No reviews for this item
This product has not been used yet
View our pricing guide or login to see prices.

Abstract

In November 1998, two months after the new global brand advertising campaign (entitled ''Constellations''), Jim Murphy, global managing director for Andersen Consulting is assessing the global branding campaign as well as determining what Andersen Consulting needs to do next. The case allows for discussion of the role of global branding and advertising for consulting services. The case also highlights the difficulties of balancing the local marketing needs with a global branding effort.
Location:
Global
Industry:
Consulting
Size:
USD8 billion
Other setting(s):
1998
Teaching note
-
Reference no. IMD-5-0551-T
Subject category: Marketing
Authors: David H Hennessey (Babson College)
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 01.07.2003
Length: 6 pages
Data source: Field research
View full details

About

Abstract

In November 1998, two months after the new global brand advertising campaign (entitled ''Constellations''), Jim Murphy, global managing director for Andersen Consulting is assessing the global branding campaign as well as determining what Andersen Consulting needs to do next. The case allows for discussion of the role of global branding and advertising for consulting services. The case also highlights the difficulties of balancing the local marketing needs with a global branding effort.

Settings

Location:
Global
Industry:
Consulting
Size:
USD8 billion
Other setting(s):
1998

Related

Teaching note
-
Reference no. IMD-5-0551-T
Subject category: Marketing
Authors: David H Hennessey (Babson College)
Published by: International Institute for Management Development (IMD)
Originally published in: 2000
Version: 01.07.2003
Length: 6 pages
Data source: Field research
View full details