The sphinx and the chameleon – Strategy Letter 48

Our Strategy Letters are published every 2 months. They focus on BearingPoint’s convictions about operational strategy issues, ranging all the way from the position of Purchasing directors in companies to how to best face decline in key markets. The tone is meant to be pleasant and the content innovative.

Managing the identity of a company is a difficult exercise. Whether you decide to be a “sphinx”, daring time, or a “chameleon”, always evolving, the identity of a company is one of the most important assets.

This identity is made of 3 major components: the activity portfolio, the culture and the CEO. In this Letter you will find the analysis of many examples.