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Creating the Consulting Brand Experience

In: Management Consultancy

Author

Listed:
  • Fiona Czerniawska

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?

Suggested Citation

  • Fiona Czerniawska, 2002. "Creating the Consulting Brand Experience," Palgrave Macmillan Books, in: Management Consultancy, chapter 11, pages 116-125, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-4039-0718-9_11
    DOI: 10.1057/9781403907189_11
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