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Cases Corporate Excellence
During a merger process, where the conflict of corporate cultures may threaten the continuity of the new company, Sprint Nextel aims to involve its stakeholders in managing the brand and to turn them into promoters.
Sprint Nextel experienced rapid growth after implementing this strategy. Thanks to clever brand and reputation management the company has learned to overcome initial threats of the conflict of two cultures during the merger. When this phase was completed, Sprint Nextel became one of the largest U.S. telecommunication companies. This success is due to the three changes in the management model: emphasis on reputation management and creation of long-term value; change of focus towards innovation and honesty; and, finally, reputation management via determining the circle of trust with its stakeholders.