Accenture Tiger Woods Controversy

It is our honour and privilege to express our gratitude towards our Public Relations and Corporate Image teacher, Mr Ameet Sao. It is due to his deep knowledge of the subject and his thorough assistance that we have successfully completed this project.

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The Origin of Accenture A breif History Crisis period between Arthur Andersen and Andersen Consulting Tiger Woods- At the peak of his performance Woods and Accenture- The begininng The Scandal A unique response The after effects The end of a partnership Advertising beyond Woods The Road Ahead References

Accenture- Origin

• Andersen Consulting(now Accenture) was established in 1989 when the consulting practice of the accounting firm Arthur Andersen separated to form an independent business unit.

– The business challenge was to retain the positive aspects of the brand equity developed over decades as Arthur Andersen, yet break away from the limitations associated with an accounting brand

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In order to bridge this gap, Andersen Consulting used extensive market research to create a brand and naming strategy that would establish immediate credibility in the “consulting” arena In August 2000, following a successful arbitration against Andersen Worldwide and Arthur Andersen, Andersen Consulting was granted its independence. Rebranding also coincided with a new positioning that reflected the organization’s further growth and broadened set of capabilities.

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• Accenture originated as the business and technology consulting division of accounting firm Arthur Andersen. The division's origins are in a 1953 feasibility study for General Electric. GE asked Arthur Andersen to automate payroll processing and manufacturing at GE's Appliance Park facility near Louisville, Kentucky. Arthur Andersen recommended installation of a UNIVAC I computer and printer, which resulted in the first commercially owned computer installation in the United States in 1954. In 1989, that...