Strategic Management: From Theory to Implementation, 4th Edition

CHAPTER 35

Xerox: transforming the corporation

Over the last thirty years Xerox Corporation has moved from being a dominant player in its markets in the 1970s to being threatened with extinction in the 1980s, and then back again to being the world's foremost document creation and reproduction company in the 1990s. The strategies which have underpinned the survival and success of the company are described in two case studies.

’Xerox: envisioning a corporate transformation’ traces the story from the 1970s to 1992. In a reaction to a quite overt threat from Japan, Xerox was transformed from an inward-looking company, dominant in its markets, protected by its patented xerographic technology, to one of the West's most managerial innovative corporations. ...