Publications
Publications
- June 1994
- HBS Case Collection
Green Marketing at Rank Xerox
Abstract
Xerox Corp. is on the verge of launching a new line of photocopiers made largely from refurbished or recycled parts. In spite of this reclaimed content, the company intends to position the machines as "new." The move is a response to growing environmental pressures in Western Europe and throughout the world. The challenge is how to bring the new line to market, especially with respect to pricing and promotion.
Keywords
Product Positioning; Machinery and Machining; Environmental Sustainability; Manufacturing Industry; Consumer Products Industry; Europe
Citation
Rayport, Jeffrey F. "Green Marketing at Rank Xerox." Harvard Business School Case 594-047, June 1994.