Angel PaganMAN 352Prof. Dinur11/17/13SummaryThis case is about Ursula Burns, Chair and CEO of Xerox. She started off as a mechanical engineer in 1980 and worked her way up to becoming chair of the company in the year 2010. This case talks about how Burns was a major component in the Xerox turnaround to emerge as a leader in color technology and document services. The research and development of new products and technologies at the time was a key factor in the company’s turnaround. Burns was responsible for Xerox’s global research, product development, marketing, and delivery. Therefore, she is the reason why Xerox was able to make this turnaround. Burns believes that a big part of the company’s success is due to maintaining a strong positive culture.Questions1.At Xerox, Burns had to deal with a technological change in the organization. They experienced a technological change because the R&D of new technologies is what aided Xerox in its turnaround while Burns was Vice President of the company.
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- Spring '14
- Management, Burns, Ursula Burns