Restructuring / Turnaround Strategies Case Study

Xerox Corporation: A New Corporate Identity?

Abstract:
Xerox, synonymous with photocopying, evolved as a generic brand. Apart from providing document management systems, services, and supplies; it progressed into consulting and outsourcing services over the years. Feeling that the existing brand image was not portraying a wholesome picture of its businesses, the company decided to rebrand. In January 2008, it changed its logo, emphasising the customer-centric approach of the company with a stress on innovation. With the brand supposed to reflect its present stature and future prospects, it remained to be seen whether Xerox’s rebranding efforts will succeed.

Pedagogical Objectives:

• To analyse how Xerox Corporation (Xerox) had become a leader in its Document management Enterprise
• To analyse the various portfolios of products and services offered by Xerox Corporation
• To analyse the need for the Rebranding of Xerox Corporation
• To analyse the implications of Rebranding on Xerox
• To analyse whether the rebranding will be successful.

Keywords : Xerox corporation; New Corporate identity; Xerox global Services; Rebranding; Document Management Enterprise; Restructuring / Turnaround Strategies Case Studies; Generic brand; Photocopying; Anne Mulcahy; Quality and innovation