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  • June 1994
  • Case
  • HBS Case Collection

Green Marketing at Rank Xerox

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

About The Author

Jeffrey F. Rayport

Entrepreneurial Management
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