e in all we do. We provide superior return to our shareholders. We use technology to deliver market leadership. We behave responsibility as a corporate citizen.Xerox, with over 100,000m employees worldwide and revenues in excess of $20 billion, is the global leader in the document management business, offering the widest array of products, services and solutions in the industry. Xerox and its partner, Fuji Xerox Co. of Japan, offer the broadest array of document products, services and solutions in the industry: copiers, printers, fax machines, scanners, desktop software, digital printing and publishing systems supplies and comprehensive document-management services from the running of in-house production centres to the creation of networks. However in order to see how Xerox have become a market leader, we have outlined its history and the important role that diversification and innovation had to play in changing the way the Corporation conducted its overall business strategy. History of Xerox & the need to become innovativeXerox had enjoyed what could be almost described as a monopoly when they introduced their xerographic office copier in 1959. The Company pinpointed markets where it would capture the high profit margins and concentrated its sales on these markets. Xerox removed itself from the low-end business focusing its attention on the middle-volume markets and high-volume markets, with development of a product to meet these markets. The Company grew at a prodigious rate but with a problem of becoming “internally oriented”, in the sense that with no competitors of any notable size, it depended on its own standards and its own internal competition as a means to quantify performance and achievement. But Xerox reliance on its own monopoly was to be its own debasement. With the eventual removal of its monopoly in 1973, there was a surge from other corporations to challenge them for the markets. Xer...
