Creating the Consulting Brand Experience

Fiona Czerniawska

Chapter 11 in Management Consultancy, 2002, pp 116-125 from Palgrave Macmillan

Abstract: Abstract I’m constantly amazed when I walk into a bullish new consultancy, confident in its ability to succeed in a market in which so many new entrants have failed, when the founders talk about ‘adding value’ to clients and ‘working in partnership’ with them. Do they really think that there’s something unique in this? Haven’t they read the marketing literature of almost every other consulting firm on the planet?

Keywords: Intellectual Capital; Marketing Literature; Consult Firm; Invent Business Model; Management Consultancy (search for similar items in EconPapers)
Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-4039-0718-9_11

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DOI: 10.1057/9781403907189_11

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