As of 2018, Accenture (www.accenture .com) is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology, and operations and one of the largest computer services and software companies on the Fortune Global 500 list. It has more than 375,000 employees and reported revenues of $34.8 billion for 2016. Through its network of businesses, the company enhances its consulting, technology, and outsourcing expertise through alliances, affiliated companies, venture capital, and other capabilities. Accenture delivers innovations that help clients across all industries quickly realize their visions. With more than 110 offices in about 50 countries, Accenture can quickly mobilize its broad and deep global resources to accelerate results for clients. The company has extensive experience in 18 industry groups in key business areas, including customer relationship management, supply chain management, business strategy, technology, and outsourcing. Accenture’s clients include 89 of the Fortune Global 100 and more than half of the Fortune Global 500.

Questions
1. Discuss the role of marketing research in helping Andersen Consulting select a new name (Accenture).
2. Define Accenture’s target market. Discuss the role of marketing research in helping Accenture understand the needs of its target customers.
3. Accenture would like to increase preference and loyalty to its services. Describe the management decision problem.
4. Define a suitable marketing research problem corresponding to the management decision problem that you identified in question 3.
5. Develop a graphical model explaining how a Fortune 500 firm would select a consulting organization.
6. Develop two research questions, each with two hypotheses, based on the marketing research problem you defined in question 4.