Accenture's Positioning: High Performance Aspirations With Some Significant Gaps

Accenture fully embraces the business technology (BT) paradigm in its corporate positioning by articulating and marketing a vision of technology-enabled business performance that addresses many of the key business issues of its clients. It sustains the corporate image that it is trying to create — that of a high-performance player — with its own solid financial performance. The company also benefits from the personal relationship networks of its partners, which help drive visibility and trust with both IT and business decision-makers. However, Accenture's positioning around some of its services shows major gaps, particularly when it comes to addressing specific client stakeholder needs and issues.