Company Image Reinvention

Paper Summary:

The paper discusses Toyota's focus on continuous improvement of all standard operating procedures, creating an image of an American, democratic company that cares about its workers, the quality of American's lives and the global environment. The paper then looks at Home Depot's attempt to turn its flagging profits and image around through product innovation. The paper also looks at Delta Airline's aggressive moves to reinvent itself and change its image after its Chapter 11 bankruptcy declaration. The paper shows how all of these companies reinvented their structures and images as well as their products.

From the Paper:

"Reinventing a company's image can be as difficult or almost as difficult as creating a new company from scratch. This is especially true if the company has experienced a kind of brand death or stagnation in its product lifecycle. The reasons for such problems can be complex. Perhaps the company has grown bereft of new ideas. Perhaps it has become out of touch with new technology or the needs of its core consumer base. Perhaps it has become entrenched in outmoded organizational standard operating procedures. Perhaps it has lost the support of its higher level or lower level management and employees."

Sample of Sources Used:

• Casey, Bernadette. "Discounters tops at keeping business fresh."DSN Retailing Today. 25 Oct 2006. [28 Jul. 2007] http://findarticles.com/p/articles/mi_m0FNP/is_20_43/ai_n7069783
• Reed, Ted. ""Delta's Chapter 11 Reinvention." The Street.com. 18 Oct 2006.[28 Jul 2007]http://www.thestreet.com/_dm/newsanalysis/transportation/10315618.html
• "Renovating Home Depot." BusinessWeek. 3 Mar 2006. [28 Jul 2007]thttp://www.businessweek.com/magazine/content/06_10/b3974001.htm
• "Why Toyota Is Afraid Of Being Number One." BusinessWeek. 7 Mar 2007. [28 Jul 2007] http://www.businessweek.com/magazine/content/07_10/b4024071.htm

More papers on Company Image Reinvention:

• Case Study # 110865 : "Brand Reinvention"
• Term Paper # 148571 : "Ford Motor Company - A Brief History"
• Analytical Essay # 60871 : "The FEDEX Company"

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