Asserts that over 75 per cent of business transformations fail. Suggests that two of the main problems are lack of communication with employees, and the failure to recognise the impact of change. Presents the successful case of Guinness, who wished to strengthen its brand presence globally. In order to do this, it partnered with the management consultancy firm, Druid plc. Guinness, therefore, embarked on a project that broke down geographic barriers to ensure that its business processes and IT systems supported its brand development. This insight from industry describes and discusses the processes.
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