A Freethinker's A-Z of the New World Business - download pdf or read online
By Stuart Crainer, Bruce Tulgan, Watts Wacker
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Extra info for A Freethinker's A-Z of the New World Business
The more commoditized the market, the more branding matters. Third, branding enables consulting firms to communicate with the entire population of buyers of consultancy in organizations. Previously, consulting firms were brought in by CEOs or board directors. Now, less senior managers also regularly employ consultants. While the entire potential market for a firm may once have rested with 200 or 300 CEOs, now there are often 20, 30, even 40, people in an organization buying consulting services.
After 20 years of booming business, they face intensifying competition and fundamental questions about their role. Increasingly the message must be: change or face extinction. Competition comes from a number of fronts. There are a growing number of corporate universities, centers funded by companies to 41 business schools train their staff. Then there are consulting firms. Once the big business ideas came out of business schools. , which increasingly consider themselves to be in the ideas market.
Many have consultancies of one — they sell some unique skill or knowledge on the open market. Many are happy to represent themselves. As agents emerge to represent these free-agent knowledge workers, such agents will be successful to the extent that they are able to demonstrate that they add significant value to the equation. com Management Review, August 1999 CEO Agency Cerf, Vinton Vinton Cerf is one of the founding fathers of the Internet and senior vice president of Advanced Internet Architecture for MCI WorldCom.
A Freethinker's A-Z of the New World Business by Stuart Crainer, Bruce Tulgan, Watts Wacker