Xerox Corporation (US)

Xerox effectively invented the photocopier, and for a while the company's name was synonymous with its creation in a similar way to Hoover or Biro. But during the late 1990s rival technology companies including Hewlett Packard and Canon discovered newer and cheaper methods for document imaging, substantially undercutting Xerox's position in the overall market. The group's biggest mistake, arguably, was to relinquish the results of its pioneering research into personal computing systems in the 1970s to other companies, notably Apple. Xerox has fought back by relinquishing the low-end small office/home office market to focus on the middle-ground of enterprise office machines, and especially high-end mass-production imaging systems. It has also successfully followed IBM's lead into IT consulting to establish a substantial outsourcing and technology services division alongside its core manufacturing operations. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets..

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