Front cover image for Xerox Corporation : developing a new image

Xerox Corporation : developing a new image

Amanda M. Lamb (Author), Lauren P. Elston (Author), James S. O'Rourke (Author)
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

eBook, English, 2017
SAGE Publications Ltd, London, 2017