Bakari Burns, CEO of the medical center for the homeless (HCH), located in Orlando, Florida, faced with the difficult task of re-branding the organization he leads. Burns knew that organizations are experiencing difficulties with the recognition and market differences, mainly due to public misconceptions about the relationship between the grade and the Coalition for the Homeless of Central Florida. External consulting group has proposed several recommendations for change, including the change of name and a redesign of all marketing materials. This advice and changes in the environment provided an excellent opportunity to change and reorient the organization. Recognizing the need for a new strategy and the implementation of this strategy were not the same, Burns was not sure how to organize the process of change "Hide
. by Mary Conway Dato-on, Eileen Weisenbach Keller Source: Richard Ivey School of Business Foundation 12 pages. Publication Date: March 8, 2011. Prod. # 910A32-PDF-ENG
Related Case Solutions & Analyses:
Growth Strategies at SVC Bank
The Cinnamon Case: Sales Negotiation (Role Play) – The Seller
Kelman & Beaton Partners at Law B
St. Mary Maternity Hospital: Introduction to SPSS and Statistical Analysis
Moritas Legacy and International Strategy at Sony
I-Star: Expanding in North America
Northern Drilling Inc.: The Mond Nickel Contract Decision – Tactical Dilemma in a Growth Strategy
Change at Pfizer: Jeff Kindler (C) Post Wyeth Acquisition Organization
Brand Equity
Currie Road Construction Limited (B)
