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dc.contributor.authorHalliday, Sue
dc.contributor.editorSenior, Barbara
dc.contributor.editorFleming, Jocelyne
dc.identifier.citationHalliday , S 2005 , Orange, a study of change : Part one case study . in B Senior & J Fleming (eds) , Organizational Change . 3rd edn , Pearson Education , Essex , pp. 71-74 .
dc.identifier.otherPURE: 428966
dc.identifier.otherPURE UUID: d0987428-fcc9-42d1-846c-4c4d987e95f7
dc.descriptionCopyright Pearson Education Ltd. [Full text of this chapter is not available in the UHRA]
dc.description.abstract‘The future is bright, the future is orange’ sounds text perplexing without any context. Audiences in older age brackets around the world certainly find it strange. These people would probably not have a mobile and would not be frequent visitors to the cinema to see the latest advertising release. In contrast, in the last few years anyone using a mobile or visiting a cinema (in the United Kingdom) will have been aware of the advertising slogan ‘The future is bright, the future is orange’. They might have even read it as: ‘The future is Orange.’ In 1994 a new brand arrived: Orange. Back then, few knew what it was- in French and English it meant a citrus fruit and colour in the rainbow. The new logo, a square coloured orange with the word orange picked in white along the bottom of the square, was designed to encourage consumers to see the fruit and go for the colour- and ask a question: ‘What is orange?’en
dc.publisherPearson Education
dc.relation.ispartofOrganizational Change
dc.titleOrange, a study of change : Part one case studyen
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.description.statusNon peer reviewed

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