By Fiona Czerniawska.
One of the things I’ve always liked about Accenture (and I like quite a lot of things about them) is its apparent capacity to reinvent itself on a fairly regular basis. ERP, outsourcing, offshoring: Accenture has often been the first mover, prepared to go out on a limb in the market, often, I suspect, at the cost of turmoil behind the scenes. It puts a strategic stake in the ground, then expects the organisation to catch up.
So what are we to make of its campaign around “new”?