SHORT TAKES

Abstract

A rose by any other name doesn't smell as sweet. Or that's what the nearly 1,500 corporations that changed their names last year believe. According to research by Anspach Grossman Enterprise, an identity consultancy based in New York, more companies took on new monikers than any year since 1989.

Citation

(1997), "SHORT TAKES", Journal of Business Strategy, Vol. 18 No. 3, pp. 3-5. https://doi.org/10.1108/eb039848