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TECH SUPPLIER May 2019 - Market Note - Doc # US45048919

Accenture's Acquisition of Innovation Boutique ?What If! Is Bigger and Better Than It Looks

By: Douglas HaywardResearch Director, Worldwide Digital Strategy and Agency Services


In March 2019, Accenture announced that it had bought ?What If!, a privately owned consultancy that drives innovation and behavior change in large and midsize organizations, saying that the deal would "enhance Accenture's front-end innovation capabilities that help clients rapidly ideate, prototype, and scale innovative products and services." While at first sight this looks like a classic tuck-in acquisition, Accenture plans to position ?What If! as its dedicated innovation brand — meaning that this deal is bigger than it looks and will possibly be as significant as the acquisition of Fjord in 2013.



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