Author(s):  Ashish Nanda, Lisa Rohrer
Product Number:  HLS 09-03
Publication Date:  March 29, 2011
Length:  25 pgs
Cost per Copy:  $10.00

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Abstract
In 2004, six shareholders led by Tony Signore took over day-to-day operations of a New York-based public relations firm following a buyout from its founder and CEO. The group then began a process of transforming the business from a sports publicity firm serving a large number of clients annually to a strategic brand counselor and marketing communications partner to a small group of leading consumer brands. The case describes the challenges faced by the team in transforming the culture and business model and ends by asking whether their approach is sustainable, particularly in the face of an economic downturn.

Learning Objectives
The case allows participants to explore the challenge of change management and implementing strategic change in a professional service firm.

Subjects Covered
Professional Services
Leadership
Strategy Formulation
Professional Development

Setting
Geographic: United States
Industry: Public Relations
Event Start Date: 2004