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Make or Break
"Lateral thinking, or the ability to think outside of the box, is
the difference between survival and death for a business,"
said Keshav Murugesh, CEO of WNS, a leading Indian
outsourcing company based in Mumbai.
Size Matters
"When it comes to change, size matters," according to John
Brash, founder and CEO of Brash Brands, a brand
consultancy headquartered in Dubai whose clients include
The Burj Khalifa.
"On the whole, larger organisations do take longer to effect
change. Approval processes are lengthier, plus the sheer
volume of people to communicate with will naturally take
longer," Brash said.
As an example he cites Dubai's Dnata, the world's fourth
biggest combined air services provider which has a footprint
in 73 airports in 37 countries and has more than 20,000
employees. Dnata embarked on a complete rebranding
exercise in 2011 as a result of many acquisitions which had
led to it quadrupling in size in just six years.
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