The new world of Rexam
A Rexam case study

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Page 2: Reasons for change

Rexam 7 Image 2Rexam is a relatively new business having emerged from a number of existing companies trading under different names. These produced a variety of products ranging from diesel engines to make-up cases. This breadth was typical of many large companies in the late 1980s in an era when business thought that there were benefits to be gained from diversification.

Today, in the global market place, there is more emphasis on concentrating on a much narrower range of best lines (products) and driving up competitive advantage in these lines. Now that Rexam has come together as one easily definable entity it must increasingly think, act and look like one company.

The ongoing emphasis, therefore, is on strengthening the Rexam name and culture. This is based upon a worldwide identity and a common understanding of the company’s values and beliefs.

Rexam | The new world of Rexam