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Case
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Reference no. IMD-5-0551
Subject category: Marketing
Published by: Institute for Management Development (IMD)
Originally published in: 1999
Version: 01.07.2003
Length: 20 pages
Data source: Field research

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:
Industry:
Size:
USD8 billion
Other setting(s):
1998

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:
Industry:
Size:
USD8 billion
Other setting(s):
1998

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