title: The brand: second thoughts about a big business decision.
abstract: UniHealth was evolving into the essence of a modern integrated delivery network. Should it hang its name on the parts of its system? One architect of that decision takes a look back at a debate that forced fundamental questions about the identity and soul of an organization.
authors.forename: R K
authors.initials: RK
authors.lastname: Goldberg
mesh_terms: D002140:California; D003659:Decision Making, Organizational; D019033:Delivery of Health Care, Integrated / Q000458:organization & administration*; D009275:Names; D011641:Public Relations