There exist innumerable reasons why a company decides to change its corporate identity. Perhaps the identity has become dated and is inconsistent with the company’s strategic marketing objectives. Or management wishes to signal a change in competency or culture. Maybe a new company is created as a result of a merger or acquisition. The reasons […]
For over forty years Federal Express has led the industry it pioneered. Over this period, the company has met some serious challenges to its market leadership. This entry will discuss four such challenges occurring between 1992 and 2000, a period of immense change for both the company and its industry.