Business Case Studies, Restructuring / Turnaround Strategies Case Study, Xerox Corporation, Strategy Case Studies

print page
Tell A Friend

Case Categories

Share |

Restructuring / Turnaround Strategies Case Study

Case Title:

Xerox Corporation: A New Corporate Identity?

Publication Year : 2008

Authors: Punithavathi Srikant, Doris Rajakumari John

Industry: Engineering, Electrical and Electronics


Case Code: RTS0161C

Teaching Note: Available

Structured Assignment: Available

Buy This Case Study

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

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-500 082, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap