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Xerox Corporation : developing a new image / Amanda M. Lamb, Lauren P. Elston, James S. O'Rourke.

By: Contributor(s): Material type: TextSeries: Publisher: London : SAGE Publications Ltd, 2017Description: 1 online resource : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526404893 (ebook) :
Subject(s): DDC classification:
  • 338.768644
Online resources: After an extensive study, Xerox decided to undergo a rebranding. After unveiling a new logo, 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.
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Originally published: Lamb, A.M., Elston, L.P., & ORourke, J. S. (2008). Xerox Corporation: Developing a new image. 08-12. Notre Dame, IN: The Eugene D. Fanning Center for Business Communication, Mendoza College of Business, University of Notre Dame.

After an extensive study, Xerox decided to undergo a rebranding. After unveiling a new logo, 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.

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