Xerox Corporation: Developing a New Image

Xerox Corporation: Developing a New Image

Cooper, Sharita L.; Curry, Mary G.; Riemersma, Katherine E.; O’Rourke, J. S. (Editor) Notre Dame
February 12, 2018
SKU: BUS-343

Region of the world: North America
Topic: Strategy & General Management
Price: $4.00 | €0.00
No votes yet

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).