McKinsey and Roland Berger have traditionally been the market leaders in the strategic consultancy market in Germany. However, according to a recent study, this is changing, with the emergence of a new, more competitive, landscape that faces increased consolidation. The study, carried out by Prof Dietmar Fink of the Institute for Management and Consulting Sciences in Bonn, compared the two major consultancies in Germany with eight smaller competitors, and found that a small group of specialist organisations - including PA - are eroding significantly McKinsey and Berger's market domination.
The study questioned 140 board members and managing directors of Germany companies across all sectors; 45 respondents worked for a top 100 company, 53 from 'major' companies, and 42 from middle-sized companies. Respondents were asked about their perception and use of consultancies in Germany, evaluating on criteria such as brand recognition, reach, disciplines and expertise. The specialist companies - what the survey calls the 'hidden champions' - are rated more highly on: ability to implement, client satisfaction and cost/value for money. This group of consultancies is identified by their more experienced and older cadre of consultants, their hands-on specialist knowledge acquired while working in industry, team-orientation and their more flexible client approach.
PA ranks well on a number of criteria:
- On competence, PA is ranked top for 'innovation management', and highly for IT Strategy and management and change consultancy. It also ranks well on organisation capability, value-based management and value creation.
- On reputation, PA scores top in communication skills, and highly in age and experience of consultants, and team orientation.
- On name/brand recognition, PA is ranked 4th overall, with 48% recognition, and on customer satisfaction PA is also ranked 4th.
- PA is deemed to 'set high store by the sector insights of its staff and their above average age', with minimal use of consultant jargon.
The study results were published in two German publications, Capital and FT Deutschland, on 6 February 2003.
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