Office Depot, Inc.: What You Need. What You Need To Know. campaign
Kevin TeagueOVERVIEW
In 2001 Office Depot, Inc., prided itself as the world's largest seller of office furniture and second-largest supplier of office supplies after Staples, Inc. In addition to having a stronghold on the office-furniture market, the retailer sold art and engineering supplies, computer hardware and software, and printing and copying services. Except for the fact that it touted its office furniture slightly more than the competition, Office Depot's marketing strategy paralleled the rest of the office-supply industry. Office Depot, Staples, and OfficeMax relied heavily on back-to-school...