En el libro Claves para Innovar en Marketing y Ventas mencionamos que para una empresa que nunca ha utilizado famosos en su estrategia de comunicación, el empezar a hacerlo es una innovación en marketing.Pues bien, aunque Accenture no ha sido la primera empresa en usar personajes públicos en su comunicación, el uso que ha hecho desde 2003 con Tiger Woods ha sido innovador, no sólo para ellos si no para todo el sector de la consultoría.Se convirtió no sólo en la imagen de la compañía en sus anuncios en televisión, en prensa y revistas y en su web, sino que además era un icono que representaba los valores de la compañía y que era un estímulo para sus propios trabajadores.Sin embargo, después de las confesiones de infidelidad de Tiger Woods, en Accenture rompieron inmediatamente el contrato. Cambiaron la imagen de la web, quitaron todos los posters que tenían en las oficinas y prácticamente han hecho cómo si nunca hubiera existido Tiger Woods y les hubiera representado, según indica el New York Times. …Pero en Internet todo queda, y por más que intenten que Tiger Woods deje de estar vinculados a ellos, siempre lo estará.Sonaría muy prepotente el considerar a Accenture un competidor, más bien es un referente en el sector, ya que es uno de los cuatro grandes a nivel mundial. Por tanto, se trata de una compañía de la cuál aprender. Pero al atarte tanto a una figura pública durante tantos años tiene sus riesgos, que ellos asumieron y que ahora supongo estarán lamentando.
La foto es de habitos vitales
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Accenture partners claim that the company enforces high ethical standards but the facts shows differently.
Douglas Scrivner responded to a SEC related to the reestructuring costs that http://www.sec.gov/Archives/edgar/data/1143908/000095013706000977/filename1.htm
“The partners did not pay the tax liability at the time of the reorganization transaction because the Company and its external advisors felt there was a reasonable possibility of a favorable outcome. The Company and its external advisors believed the tax positions related to the restructuring transactions were appropriate and supportable under local tax law and the Company intends to defend, as needed, tax positions taken by the partners. A favorable outcome is still possible through either issues not being identified on audit by tax authorities, a successful defense of the position, or expiration of the statute of limitations, so it is not appropriate to pay the tax liability at the time of the transaction, or at any time, unless administrative and legal processes have concluded and resulted in an actual unfavorable outcome.”
In page 16 of the "NOTICE OF THE 2010 ANNUAL GENERAL MEETING OF SHAREHOLDERS"
( http://www.sec.gov/Archives/edgar/data/1467373/000119312509251604/dpre14a.htm ) is stated:
"Senior Executive Tax Costs
The Company has informed approximately 2,500 of our senior executives that if the senior executive reported for tax purposes the transactions involved in connection with our transition to a corporate structure in 2001, the Company will, in certain circumstances, provide a legal defense to that individual if his or her reporting position is challenged by the relevant tax authority. In the event such a defense is unsuccessful, and the senior executive is then subject to extraordinary financial disadvantage, the Company will review such circumstances for that individual and find an appropriate way to avoid severe financial damage to that individual."
In the newspaper el Mundo there was informed that Accenture (and therefore all shareholders) have paid 110 million euros, plus the penalty related with the unpaid taxes of the 100 Spanish Partners in 2001 reestructuring.
http://www.elmundo.es/mundodinero/2008/06/20/economia/1213922650.html
If now as declared there are 2500 senior executives that might be in the same situation, it is stright forward to have a direct correlation of the possible personal tax impact on former senior executives that Accenture is commenting it might be paid by the company and therefore by all Accenture shareholders.
I think your comment is not related with my post.
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