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Strategic Branding Bringing the Customer Closer
Author(s) -
Peyrache MarieClaude,
Bouchenoire JeanLéon
Publication year - 2000
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2000.tb00144.x
Subject(s) - monopoly , corporation , business , state (computer science) , the internet , service (business) , customer service , strategic management , marketing , management , telecommunications , market economy , economics , engineering , finance , algorithm , world wide web , computer science
I NLESS THAN a decade, France Télécom has totally reinvented itself. In the early nineties, it was the state‐owned monopoly responsible for telephone service. Today, it is a publicly traded, global communications corporation focused on mobile and Internet technologies. Marie‐Claude Peyrache, group vice president of corporate communications, explains the role design played in this metamorphosis in this recent interview with Jean‐Léon Bouchenoire.