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Charting a New Course for Xerox: Strategic Marketing Planning

1. What kind of strategic planning process (bottom-up or top-down) did Xerox follow for its turnaround?  What inference can you make about the effectiveness of this approach?

2. While Xerox PARC made a number of breakthrough innovations during the 1970s and 1980s, it doesn’t seem to have benefited competitively from these.  What inferences can you make about the culture of innovation at Xerox in the 1970s and 1980s?

3. Identify and prioritize the key success factors for Xerox’s turnaround. Link them clearly to high-tech marketing concepts.

4. What specific steps did Xerox take to restore its brand equity?

5. Does Xerox have a foundation for competitive advantage?  Why or why not?

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