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Restructuring / Turnaround Strategies Case Study

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Case Title:

Xerox Corporation: A New Corporate Identity?

Publication Year : 2008

Authors: Punithavathi Srikant, Doris Rajakumari John

Industry: Engineering, Electrical and Electronics

Region:Global

Case Code: RTS0161C

Teaching Note: Available

Structured Assignment: Available

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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

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