Phase 5 - What's in a name?

People often ask us about our name.

When Phase 5 was founded in 1991, contemporary business theorists1 argued that enterprises could be arrayed along a continuum ranging from small, single business companies to large, multi-product, multi-market corporations.

According to the theory, there is a tendency for firms to move through four organizational phases as they grow in size, complexity, market coverage, and product line scope.

It became clear to us that as organizations grow, they run the risk of becoming removed from their customers.

The name "Phase 5" embodies our commitment to helping complex organizations take the next step of becoming more customer-centred. The meaning behind our name captures the services we provide, as well as our basic philosophy of helping clients achieve better results through a deeper understanding of their customers and markets.

[1] Adapted from: J.N. Fry and J.P. Killing, Strategic Analysis and Action, 1986.