Cooper, Sharita L.; Curry, Mary G.; Riemersma, Katherine E.; O’Rourke, J. S. (Editor)
February 12, 2018
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).