Case | HBS Case Collection | January 2003 (Revised February 2003)

Office Depot, Inc.: Business Transformation (A)

by James L. Heskett, Dan Maher, Daniel F. OBrien, Thomas Watson and Jeffrey F. Rayport

Abstract

The company's management is considering the possibility of launching a rebranding campaign around the promises "What you need. What you need to know." The questions are whether and when to launch the campaign in view of the large number of training efforts and supporting technologies needed to deliver on the promises.

Keywords: Corporate Entrepreneurship; Advertising Campaigns; Brands and Branding; Business Strategy; Technology Adoption; Transformation; Market Timing; Growth and Development; Training; Retail Industry;

Citation:

Heskett, James L., Dan Maher, Daniel F. OBrien, Thomas Watson, and Jeffrey F. Rayport. "Office Depot, Inc.: Business Transformation (A)." Harvard Business School Case 803-111, January 2003. (Revised February 2003.)