Over the past few years, the company iB4e has underperformed compared with its c

Question

Over the past few years, the company iB4e has underperformed compared with its competitors which enjoy stronger brand recognition. In addition, many experienced staff responsible for key customer accounts have left the company. Even though it pays comparable salaries to its rivals, iB4e has had difficulty replacing these staff with outside appointments. This has led to some existing employees temporarily taking on customer relationship management in return for small one-off payments. This has been good for staff morale but the effectiveness of this measure as
a long term alternative to appointing suitably experienced new staff is questionable given that some of these staff have been more successful than others.
The Chief Executive has responded decisively to these events by creating a new senior post of Director of Branding and launching a new initiative which he calls 'sharpening the focus' which is centred on:

Explanation / Answer

The Chief Executive is launching a new initiative called 'sharpening the focus' which is centred on:

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