Big brands battle for relevance - October 2015

In The Black
CPA Australia

"Disney, Coca-Cola and McDonalds fight to remain relevant in a digital world"


Professional writer: Chris Sheedy
2200 words

In a world increasingly dominated by technology and rapid change, long-established consumer businesses have to fight to stay current. No consumer business is invulnerable, however powerful it may look.
When a business grows to dominate its industry, it soon faces a new and powerful set of challenges – technological surprises, upstart newcomers, a jaded public, incursions from firms and sectors not previously considered competitors. 
A 2012 study by Professor Richard Foster from Yale University revealed the average lifespan of a businessIn a world increasingly dominated by technology and rapid change, long-established consumer businesses have to fight to stay current... READ FULL STORY