Finding new value in established businesses: Boise Cascade discovers Its core identity
Larry Ackerman
(Larry Ackerman is a group director at Siegel and Gale, based in New York City. He is a pioneer in the field of identity‐based management and a recognized leader in corporate brand strategy. Larry’s consulting experience is international and multi‐industry in scope. He has directed assignments for such diverse companies as Aetna, Alcoa, Baxter Healthcare, Boise Cascade, Dominion Resources, Dow Chemical, Dun and Bradstreet, EDS, Fidelity Investments, Lockheed Martin, Norsk Hydro, Interbrew, Maytag, National Australia Bank, Raytheon, Ernst and Young, USF&G Insurance, and Westinghouse. Larry writes and speaks frequently on identity and culture and its impact on growth. His first book, Identity is Destiny: Leadership and the Roots of Value Creation, was published in January 2000.)
519
Abstract
A staggering amount of value may go unseen and unrewarded by customers, investors and employees in complex organizations in widely disparate industries. In the case of Boise Cascade, once best known for forest products, the authors find a common denominator in the customer operations improvement business that defines all the company’s enterprises. The authors helped to create a brand strategy that changed perceptions among key stakeholders.
Keywords
Citation
Ackerman, L. (2003), "Finding new value in established businesses: Boise Cascade discovers Its core identity", Journal of Business Strategy, Vol. 24 No. 6, pp. 29-32. https://doi.org/10.1108/02756660310509479
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited