With the company, it seems like when outsourcing companies do damage control, they got all out. This is following Accenture’s recent decision to drop Tiger Woods from sponsorship. By one of the foremost Business Process Outsourcing companies. The accenture has been for the last six years one of the tiger woods more prominent sponsors. The numerous advertisements including the theme line. By accenture, including the photos of him on their websites and slogans. With the allegation of the infidelity currently plaguing him. The accenture decided to end the sponsorship and has been referred to as the first of his sponsors to drop him. This is an extreme move considering that Tiger Woods has been able to maintain a relatively squeaky clean reputation in the past. It also seems like not most from accentures top brass believe in the saying no press is bad press.
Earlier this year including an extreme move of shedding tarnished brand image reminds of the Satyam Computer Services Ltd scandal. This was also marked by an extreme move on the part of an outsourcing company, this is the time by dropping their old image by changing their former moniker. The situation differs is that the main reason Satyam changed names is to distance themselves from the scandal and keep the business afloat. With the Tiger Woods would not affected their business with the accenture that we’ll never know for sure if the situation although most of the old advertisements of accentures have become even more famous except with the ironic twists and satire.
There is a certain irony that a consulting firm which gave advice for a living is learning this lesson, figuring on how accenture built their reputation alongside Tiger Woods image. As the Accenture had to put it before, Tiger Woods had serves as a metaphor for the commitment to helping companies become a high-performance businesses. The Accenture will need to redefine their image to the public once again and even though the Forrester Research Senior Analyst Liz Herbert has said that this should not have any effect on the Accenture’s deal-making abilities on the short -term.
There has been a negative impact on the brands with the ties to tiger woods from the viewers of the late-night talk shows that associated negative feelings towards the Tiger Woods with the negative feelings towards the brand. In hot water this time with the Tiger Woods has set aside any future ties with the golfer and perhaps making it known to the world that when an outsourcing company like Accenture gets involved in a scandal, repercussions are swift and decisive.
REFERENCE:
http://www.blog.infinit-o.com/when-scandals-embroil-outsourcing-firms/
