Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • June 1994
  • Case
  • HBS Case Collection

Green Marketing at Rank Xerox

By: Jeffrey F. Rayport
  • Format:Print
  • | Pages:31
ShareBar

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.
  • Educators
  • Purchase

About The Author

Jeffrey F. Rayport

Entrepreneurial Management
→More Publications

More from the Author

    • January 2023 (Revised April 2023)
    • Faculty Research

    Cobalt Robotics: Scaling Workplace Robotics

    By: Jeffrey F. Rayport, Nicole Tempest Keller and Kyung Keun Park
    • January 2023 (Revised March 2023)
    • Faculty Research

    OhmConnect: Energizing the Future

    By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
    • January–February 2023
    • Harvard Business Review

    The Overlooked Key to a Successful Scale-Up

    By: Jeffrey F. Rayport, Davide Sola and Martin Kupp
More from the Author
  • Cobalt Robotics: Scaling Workplace Robotics By: Jeffrey F. Rayport, Nicole Tempest Keller and Kyung Keun Park
  • OhmConnect: Energizing the Future By: Jeffrey F. Rayport, Jennifer Fonstad and Nicole Tempest Keller
  • The Overlooked Key to a Successful Scale-Up By: Jeffrey F. Rayport, Davide Sola and Martin Kupp
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College