Nortel, a supplier of digital network solutions, was a successful company for over 100 years. The company prided itself on low staff turnover and had recently focused on global markets. When Nortel acquired Bay Networks, a leader in the worldwide networking market, a new company, Nortel Networks was created. The leadership team for the new company has decided that within four months, Nortel Networks must develop a brand identify that will create a global presence and unite the employees with the company's vision. An advertising agency has presented a concept that features music from the Beatles. It is simple and has universal appeal. The concept, however, is a radical shift from Nortel's former corporate culture. The merger's leadership team must consider the implications of pursuing the new image.
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