What’s in a name? Why companies decide to rebrand
Elon Musk’s decision to rebrand Twitter as X has been widely mocked yet there are many valid reasons for companies to change their name, argues Goutam Challagalla....

September 4, 2026 • by Harry J. Paarsch, Karl Schmedders in Strategy • 6 min read
When firms can cut prices freely but struggle to raise them, they start higher to insure against being trapped tomorrow – even in competitive markets. ...
Continue readingAugust 1, 2023 • by Goutam Challagalla in Strategy • 7 min read
Elon Musk’s decision to rebrand Twitter as X has been widely mocked yet there are many valid reasons for companies to change their name, argues Goutam Challagalla....
August 1, 2023 • by Louise Muhdi in Strategy • 8 min read
In a world characterized by disruption and complexity, the ability of organizations to swiftly detect and respond to change has become crucial for sustained success. One decisive element stands out as the...
July 25, 2023 • by Bettina Büchel in Strategy • 6 min read
How do you know if your latest strategic initiative is on track? By using the Smarter Execution Score, says Bettina Büchel, executives have a practical tool to measure progress and change course,...
July 21, 2023 • by Anand Narasimhan in Strategy • 11 min read
Christian Schmeichel, Chief Future of Work Officer at the business software group SAP,talks about the importance of his role and what others can learn from his company’s experience....
July 21, 2023 • by Niccolò Pisani in Strategy • 5 min read
India has scale and immense economic potential. But it should be approached carefully, looking out for feasible conduits, and leveraging the right pathways to growth. Here are four challenges and my thoughts...
July 20, 2023 • by Alfredo De Massis, Kimberly A. Eddleston, Elisa Villani, Christian Linder in Strategy • 7 min read
Family-owned businesses, be they modernizers or guardians of their past, can be successful innovators – providing they can assemble an appropriate package of incentives...
July 19, 2023 • by Heather Cairns-Lee, Lindsay Sarah Krasnoff, Corinne Post in Strategy • 7 min read
As the FIFA Women’s World Cup kicks off, we examine how the sports world can teach us to improve diversity, equity, and inclusion in business...
July 18, 2023 • by Öykü Işık in Strategy • 6 min read
Increased IT integration between companies and suppliers has introduced new vulnerabilities. How can organizations prepare for the staggering rise in breaches through third-party vendors? ...
July 17, 2023 • by Jörg Wuttke in Strategy • 6 min read
China’s economy may be coming back to life, but many headaches remain for foreign business in the country, says Joerg Wuttke, president of the EU Chamber of Commerce in China until May...
July 14, 2023 • by Rebecca Swift in Strategy • 6 min read
Almost one in five people globally live with a disability, yet they make up less than 1% of the people shown in marketing and advertising material. In the latest installment of our...
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