CXO Perspective: Professional Services and e-Business Solutions Brand Awareness Study, May 2001

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CXO Perspective: Professional Services and e-Business Solutions Brand Awareness Study, May 2001

Research Abstract

ITSMA’s CXO Perspective: Professional Services and e-Business Solutions Brand Awareness Study, May 2001 highlights findings from interviews with 44 C-level executives from Fortune 1000 firms about the brand awareness and market positioning of top e-business services firms. Survey respondents represent eight major industries: financial services, discrete manufacturing, process manufacturing, communications, retail, energy, health care, and transportation. The report compares results of the C-level interviews with those of a complementary ITSMA Professional Services and e-Business Solutions Brand Awareness Study, Winter 2001, a survey of 400 U.S.-based senior MIS and business decision makers that was conducted during the same time period.
The study shows that IBM Global Services leads all competitors in unaided brand awareness and is the top rated firm in client preference in the e-business solutions market. The interviews also demonstrate high brand awareness for a number of top IBM competitors, including Accenture (formerly Andersen Consulting), PricewaterhouseCoopers, Arthur Andersen (now Andersen), KPMG, Cap Gemini Ernst & Young, EDS, CSC, and Oracle.
The critical attributes decision-makers use in selecting service firms are ranked by importance for different groups of decision makers (for example, by industry or by title). In addition, firms are ranked for satisfaction on each attribute.
Further, the report provides critical insight into CXO perceptions of current e-business services market leaders, purchasing criteria, and key information sources. The report includes survey data in the following specific categories:

  • Unaided brand awareness of leading e-business professional services providers
  • Aided brand awareness
  • Favorability of particular firms
  • Preference for doing business with particular firms
  • Organization’s current stage and plans of e-business integration
  • Market positioning of firms
  • Importance of attributes in the selection of firms
  • Comparison or “gap analysis” of company attributes
  • Sources of information used to learn about and evaluate firms
  • Awareness and recall of advertising messages
  • The Accenture brand launch early results

Armed with this data, you will be able to plan marketing initiatives to shape the market’s perceptions and track the effectiveness of marketing programs on an ongoing basis.
Companies mentioned in the report include:
Accenture (formerly Andersen Consulting), Arthur Andersen (now Andersen), AT Kearney, BMC Software, Booz Allen & Hamilton, Boston Consulting Group, Cambridge Technology Partners, Cap Gemini Ernst & Young, Computer Associates, CSC, DiamondCluster International, EDS, Hewlett-Packard, IBM Global Services, KPMG, McKinsey, Oracle, PricewaterhouseCoopers, Sapient, Sterling Commerce, Tivoli, and Viant.