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Primary File
Primary File

Xerox Corporation: Developing a New Image

Cooper, Sharita L., Curry, Mary G., Riemersma, Katherine E., O’Rourke, J. S. (Editor)
February 12, 2018
SKU:
BUS-004110
Region: 
North America
Topic: 
Strategy & General Management
Student Price: 
$4.00
After an extensive study, Xerox decided to undergo a rebranding. It unveiled a new logo on January 7, 2008, and now the challenge is to A) roll out the new logo, B) change perception that Xerox only makes copiers, and C) demonstrate that the rebranding was worth the multimillion dollar investment. 8 pp. Case #08-12 (2008).