Hancock/Dana Strategic Analysis Podcast

Authors

Ruby P. Lenzen, University of Nebraska-LincolnFollow

First Advisor

Lisa Tschauner

Date of this Version

Spring 5-15-2025

Document Type

Thesis

Citation

Lenzen, Ruby. Hancock/Dana Strategic Analysis Podcast. Undergraduate Honors Thesis. University of Nebraska-Lincoln. 2025.

Comments

Copyright Ruby P. Lenzen 2025.

Abstract

Through a series of interviews, part one of the podcast provides a look into the internal and external strategic factors of a mid-size accounting firm, Hancock/Dana. Partners and staff discuss the firm's history, culture, mission, and values, emphasizing the importance of client relationships and internal development through a "one firm" model. They also address the challenges and opportunities presented by industry trends, technology like AI, and competition, highlighting strategies for talent retention, operational efficiency, and client satisfaction. The conversations reveal how the firm aims to maintain a sustainable competitive advantage in the evolving accounting landscape.

Based on my interviews with leadership, part two of the podcast outlines Hancock/Dana's core strengths, emphasizing their relationship-driven business model, positive culture, and commitment to strategic adaptability and technological integration. I identify key challenges facing the accounting industry, including talent shortages, seasonality, the impact of AI, the rise of virtual firms, and evolving client expectations. To address these challenges, I present specific, innovative recommendations aimed at enhancing the firm's competitive edge and ensuring long-term sustainability through initiatives focused on talent development, workload management, technology adoption, and community engagement.