All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Change, re-branding, and communications: The fluctuating identity of a major UK organization
Unformatted Document Text:  Tracking Number: ICA-7-10798 7 Research Methodology Case Selection We conducted the research at a large distribution company, Avonia, formerly known as British Distribution, which can trace its history over 100 years, and currently employs over 100,000 employees in the UK. The company was in the middle of implementing a major strategic change program, and although it has recently diversified its business into retail banking networks, its large-scale bureaucracy continued to stifle its search for competitiveness. The original brands of British Distribution, which comprise Monarchy, Pixel Force and British Distribution, constitute different business entities with independent financial management. They have become the core businesses of the firm and are called ‘the consumer brands.’ Each brand or product group division carries its own identity. Apart from the domestic business, the increasing number of joint ventures and acquisitions with companies abroad has emphasized British Distribution’s global ambition. Yet, because of government regulatory requirements, senior managers perceive seemingly insurmountable problems for the firm to grow strategically. The deregulation of markets allowed the onset of intense competition, bringing a shock to the organizational system, which prompted a massive change project in the company, involving refocusing, restructuring and rebranding to become Avonia. The original business structure did not support British Distribution’s expansion into international activity nor the need for heightened strategic flexibility following deregulation of the market and the influx of new competition. Restructuring and refocusing were deemed inevitable. The major changes planned were preceded in August 2001 by a change of corporate name from British Distribution to Avonia. The new name change signaled that it was moving beyond its traditional base of communications to include logistics, supply chain management, warehousing, e- commerce and tailored solutions for large business customers, both in the UK and abroad. The new brand name is to be used internationally to underpin its mergers, acquisitions and joint ventures.

Authors: Kulvisaechana, Somboon. and Stiles, Philip.
first   previous   Page 8 of 22   next   last



background image
Tracking Number: ICA-7-10798
7
Research Methodology
Case Selection
We conducted the research at a large distribution company, Avonia, formerly known as British
Distribution, which can trace its history over 100 years, and currently employs over 100,000
employees in the UK. The company was in the middle of implementing a major strategic change
program, and although it has recently diversified its business into retail banking networks, its
large-scale bureaucracy continued to stifle its search for competitiveness. The original brands of
British Distribution, which comprise Monarchy, Pixel Force and British Distribution, constitute
different business entities with independent financial management. They have become the core
businesses of the firm and are called ‘the consumer brands.’ Each brand or product group
division carries its own identity. Apart from the domestic business, the increasing number of
joint ventures and acquisitions with companies abroad has emphasized British Distribution’s
global ambition. Yet, because of government regulatory requirements, senior managers perceive
seemingly insurmountable problems for the firm to grow strategically. The deregulation of
markets allowed the onset of intense competition, bringing a shock to the organizational system,
which prompted a massive change project in the company, involving refocusing, restructuring
and rebranding to become Avonia.
The original business structure did not support British Distribution’s expansion into international
activity nor the need for heightened strategic flexibility following deregulation of the market and
the influx of new competition. Restructuring and refocusing were deemed inevitable. The major
changes planned were preceded in August 2001 by a change of corporate name from British
Distribution to Avonia. The new name change signaled that it was moving beyond its traditional
base of communications to include logistics, supply chain management, warehousing, e-
commerce and tailored solutions for large business customers, both in the UK and abroad. The
new brand name is to be used internationally to underpin its mergers, acquisitions and joint
ventures.


Convention
Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 8 of 22   next   last

©2012 All Academic, Inc.