search query: @author Kohli, C. / total: 6
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| Author: | Kohli, C. Hemnes, T. |
| Title: | A corporation by any other name...? |
| Journal: | Business Horizons
1995 : NOV-DEC, VOL. 38:6, p. 29-33 |
| Index terms: | COMPANIES FUTURE COMPANIES |
| Language: | eng |
| Abstract: | A company's name is the cornerstone of its identity, the foundation for communicating its image. Most firms are well aware of the importance of their names, and do not consider them to be of mere cosmetic value. It is a strategic issue that has been given a thorough consideration. A name that is chosen carefully should last forever. Changing a company's name can lead to loss of goodwill, or even to anonymity. Moreover , it is an expensive process that involves advertising outlays, legal fees , and new stationary, packaging and signs. |
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