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....
Christopher Barnes is Professor of Management and Evert McCabe Endowed Fellow at the Foster School of Business at the University of Washington, Seattle. His research is focused in three main areas: human sustainability in organizations focusing on sleep and sleep deprivation, behavioral ethics, and leadership.
1 August 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....
1 August 2023 • by Louise Muhdi in Strategy • 9 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...
25 July 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 BĂĽchel, executives have a practical tool to measure progress and change course,...
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