Developing vision and values to build a market strategy

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Introduction This case study focuses on Eversheds, one of the largest law firms in the world. It emphasises how Eversheds uses vision and values to support its brand and how this helps to emphasise that its services are focused on the customer. In service industries customers want to be confident they are dealing with an organisation they can trust. They will also want to do business with an organisation who will look after their interests and help to solve any problems they may have. In the legal profession, such values are particularly important. Organisations need to understand how customers view their business, as well as how to provide them with the confidence they are making the right decision. Eversheds started when a number of major regional firms merged with a London firm to create a national legal giant. Today, Eversheds is a major employer with more than 4,000 employees with 29 offices worldwide. To achieve this position, the firm changed the way it worked and rebranded itself to provide a service that differentiated it within the marketplace. This new brand was called 'Accountable Relationships'. When developing corporate strategies organisations need to identify a direction they want to head in. One...

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