Abstract

The caselet deals with the development of the Bullfighter software, which helped to eliminate obscure language and business jargon from corporate communication. The software, which helped Deloitte to strengthen the company’s image as a straight talking consultant, helped it to stand apart from competition. The software was downloaded in thousands and was successful in getting reviewed by leading publications across the globe.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How companies come out with innovative ways to differentiate themselves from the rest of the players in the market
• How companies use business jargon to hide fraudulent behavior
• and How word-of-mouth and cause-related promotional campaigns bring in returns whi.

Keywords

Deloitte Touche Tohmatsu, Bullfighter, Viral marketing campaign, Business jargon, Straight Talk, Bleeding Edge, Bullwords, The New York Times, Buzz and California Academy of Tauromaquia