| The Xerox Corporation, headquartered in Norwalk, CT, | | | | too unwieldy a term, so the story goes that a |
| has over 57,000 employees worldwide. The company | | | | professor of classical languages from The Ohio State |
| has consistently ranked among the top firms in the | | | | University came up with "xerography" using the Greek |
| computer category of FORTUNE magazine’s | | | | for "dry" and "writing." |
| "World's Most Admired Companies" list, and is in the | | | | The name game |
| top one-third of the annual FORTUNE 500. | | | | Haloid, which in short order bought all the rights to the |
| Xerox has a strategic focus on three primary | | | | technology, coined the term "Xerox" for the |
| corporate and consumer markets. First is the high-end | | | | revolutionary copiers, and got a trademark for the |
| production environment, including commercial printing. | | | | word in 1948. Early and somewhat modest success of |
| Next is networking solutions, in offices small and large. | | | | the Xerox copiers convinced Haloid management to |
| Finally, there is the large, growing category of its | | | | change the firm's name to Haloid Xerox Inc. in 1958. As |
| "value-added" services. There are two overarching, | | | | sales began to rise and the invention became more |
| unifying themes that cross all Xerox product and | | | | and more accepted, the company evolved into the |
| service categories, relying on the company's | | | | "Xerox Corporation" in 1961. By this time, the |
| demonstrated, core strengths and its position as "the | | | | marketplace had experienced a broad acceptance of |
| document company." These themes are (1) color and | | | | the latest model, the Xerox 914, which was the first |
| (2) practical solutions that customize the various Xerox | | | | office copier that could use ordinary, inexpensive |
| devices and methodologies to solve their customers' | | | | paper. |
| problems. | | | | September 2009 will mark the 50th anniversary of the |
| Of the firm's $17.6 billion in revenue for 2008, the U.S. | | | | historic Xerox 914. Over 200,000 units were sold |
| market accounted for over half, or $9.1billion, while | | | | worldwide from 1959 to 1976, the year the firm |
| Europe totaled $6 billion. Together, Latin America, | | | | stopped manufacturing the 914. In 1985, over a quarter |
| Canada and other nations around the world brought in | | | | century after the legendary model was introduced, |
| the remainder, $2.5 billion. Not only does the company | | | | Xerox announced it would not renew any more 914 |
| do business internationally, it wins awards around the | | | | service contracts in the U.S. However, a "time and |
| world, as well. In fact, in 2008 alone Xerox earned | | | | materials" repair service was instituted, since there |
| more than 230 different awards for quality, innovation | | | | were still over 6,000 units in operation around the globe. |
| and service. Continuing its history of innovation, the | | | | The Smithsonian Institution displays a model of the |
| company also introduced 29 new products in 2008, | | | | Xerox 914 as a landmark in American ingenuity and |
| delivered to companies and individuals across a broad | | | | inventiveness. |
| array of different sales channels. | | | | Good corporate citizen |
| Building on a strong foundation | | | | Xerox is proud to have pioneered the design and |
| Chester Carlson was a patent attorney and a | | | | manufacture of "waste-free" products, and considers |
| dedicated, though part-time, inventor. He created the | | | | good corporate citizenship as important as |
| first "xerographic" image in his Queens, NY, workshop | | | | technological development. In fact, the company sees |
| on October 22nd of 1938. Amazingly, for years he | | | | no contradiction in pursuit of both. The company has |
| was unable to interest many people, and no | | | | positioned itself a firm that intends to use materials and |
| manufacturers or buyers, in his invention. Business | | | | energy as efficiently as possible, in order to reduce |
| owners, product developers and entrepreneurs were | | | | waste and emissions in the manufacturing phase, as |
| convinced there was no market for "copiers" because | | | | well as during the life cycles of its products. This is the |
| carbon paper still worked just fine. An additional | | | | way in which the firm intends to build its continuing |
| problem was that Carlson's prototype was bulky, | | | | history. |
| awkward to use and downright messy. Some two | | | | Every year, Xerox reports on its programs that save |
| dozen companies, IBM and General Electric included, | | | | hundreds of million dollars via product remanufacturing, |
| reacted to Carlson's invention with what the inventor | | | | parts recycling and the diversion of over 100 million |
| later called "an enthusiastic lack of interest." | | | | pounds of landfill waste. Finally, Xerox has developed, |
| The Battelle Memorial Institute of Columbus, OH, made | | | | implemented and maintained serious remanufacturing |
| a deal to refine Carlson's process, which he called | | | | and recycling programs to ensure that its printers, |
| "electrophotography," in 1944. Some three years later, | | | | copiers and multifunction devices can be managed |
| the Haloid Company, a photographic paper | | | | with due environmental care and concern when they |
| manufacturer in Rochester, N.Y., secured a license | | | | reach the ends of their initial life cycles. With careful |
| from Battelle to build and market a "copying machine" | | | | steps and proven methods, Xerox is moving into the |
| using Carlson's technology. Carlson agreed with the | | | | future with the same steadfastness that has brought it |
| executives of Haloid that "electrophotography" was | | | | to the pinnacle of success. |
