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CONSULTANTS IN CONCERT: The Making of Bell's New Corporate Identity
Author(s) -
Bouchenoire Jean
Publication year - 1996
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1996.tb00476.x
Subject(s) - flexibility (engineering) , identity (music) , diversity (politics) , competition (biology) , balance (ability) , computer science , management , business , operations management , sociology , marketing , process management , economics , political science , aesthetics , law , psychology , art , ecology , neuroscience , biology
TODAY, THE COMPLEXITY of certain corporate problems requires blending the talents of several design consultants to develop optimum solutions. The challenge is to devise strategies for managing this diversity. Here, Jean Bouchenoire tells how he “coached” multiple experts—using techniques ranging from a design competition to collaborative decision‐making—to overcome tensions, save time, and balance the need for uniformity versus flexibility in a program that has successfully redefined Bell Canada's identity.