Licensed books on medicine
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Thomson Corporation and a price of several million dollars
At the end of 2001, the consulting company, for which I worked, received a request from the largest at that time, the publisher of business information. Thomson Corporation, one of the largest Canadian companies, planned to enter the New York Stock Exchange and needed help in planning a brand strategy that would allow the mass audience to get to know Thomson **.
* An information company whose activities cover the areas of financial services, health, law, science and technology research and taxation and accounting sector.
** If you read the book "Visual Thinking", then for sure remember the story of this company - I gave it an example to show how to cope with business problems through visual tools.
In that book, only the beginning of the story was described, and now you will learn the ending.
Over the years, Thomson has grown significantly through the acquisition of dozens of publishers in finance, law and health, and the corporation management wanted to make sure that investors imagine the size and scale of the company. This question was twofold: first of all, it was necessary to understand what the businessmen of the world know about Thomson (more precisely, to understand if they know about the company in general). The second is to find a non-expensive way to show investors that Thomson, previously almost invisible in the market, has now become large and powerful (in other words, it is an excellent investment object).
At the time Thomson approached us, a six-month survey had just ended. In the course of it were collected data from hundreds of interviews with business leaders from around the world. Questions related to brand recognition (did you hear about Thomson?), Product quality perception (which company do you think offers the best product?) And financial information (do you know how big X is?).
At the end of the study, all data was merged and then "cut into pieces" in the form of hundreds of lists, tables and graphs, on the basis of which several large presentations were created.
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Thomson Corporation and a price of several million dollars
- Step 6: meeting at a cost of several million
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