The Consulting Firm Case Study
Question 1. Discuss the role of marketing research in helping Andersen Consulting select a
new name (Accenture).
Marketing research played the most important role in Anderson Consulting rebranding to
Accenture; employees involvement, innovation and integrated approach to brand creation. The
choice of the title Accenture was a result of significant research among employees whose role
was to align the company’s culture, image and history to ensure the success of the new brand. At
the same time, marketing research helped the management to identify some of the critical values
that contributed to past success.
Question 2. Define the management decision problem(s), then define a corresponding
marketing research problem(s).
The primary management decision encountered in this firm involved the strategies to capture
their consumers under the new brand name, maintaining customer loyalty and conquering the
market was their essential burden in the original move. Thus, the company invested heavily in
the marketing campaign to create awareness and convince their customers that their services
were improved under the new name. Some of the ways used included an appeal to the public
using words like “Renamed, Redefined, Reborn.” Such communication mix theory ensures that
