Accenture : Rebranding Case Study 2000-2001

Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture). If Accenture were to select a new name today, would social media research be helpful? If yes, how?   Andersen Consulting was part of Arthur Andersen (a major accounting firm) and hence, post its arbitration it was a major challenge […]