Case Study: Xerox

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Case Study: Xerox
1. What kind of strategic planning process (bottom-up or top-down) did Xerox follow for its turnaround? What inference can you make about the effectiveness of this approach?
The entrance of new competitors gave Xerox tough challenges moving forward, and specific processes had to be changed to maintain a level of competitive advantage. Top-down was the strategic planning process used by Xerox. Top-down planning is the process of clarifying the objectives and putting together a plan to achieve those goals through the top-down (Tran, 2016). The framework is achieved and then passed down gradually to the lower levels of the organizational hierarchy. Once Mulcahy was appointed CEO, she acted quickly and boldly to stop the financial
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Does Xerox have a competitive advantage? In 1970 Xerox started a department called the Palo Alto Research Center (PARC) with the purpose to innovate. PARC was the first to develop laser printing in 1971; Alto was one of the first personal computers developed in 1973, Alto was the first to used a graphical user interface (GUI). Xerox started developing ethernet in 1973; PARC was the leading edge of technology, and it was a proven organization that gave Xerox a competitive edge (Weiss, 2010). In 2018, PARC is still a functioning wholly owned subsidiary of the Xerox Corporation, and they continue to innovate. Today PARC is building technology that will directly print on an object, like a coffee mug, even if the surface is textured. According to Yahoo! Finance, Xerox has a market cap of $7.654b, and two of the largest shareholders are not in favor of a takeover by Fuji Film. The two owners, Carl Icahn and Darwin Deason (hedge fund managers), feel that the takeover greatly undervalues the company (Reuters, 2018). Xerox continues to have a competitive advantage in their industry; they continue to innovate and build on their technology. The financial condition and the desire of another company to take over Xerox also indicates that they have rare, valuable, and difficult to duplicate ideas that the…show more content…
Xerox invented many of the technologies that we have come to use on a daily basis; including the mouse, ethernet, graphical user interface, and the idea of integrated office networking. Perhaps one of the many reasons Xerox does not get the credit due to them is their failure to convey the benefits of the technologies they invented; technologies they naively shared with Steve Jobs and one of his software engineers (Bill Atkinson). In a deal that allowed Xerox to buy 100k shares of what would become known as Apple, Jobs was given several tours of the PARC facilities where he first encountered PARC’s prized Alto personal computer. A PARC engineer went so far as to conduct a demonstration for Jobs; complete with a mouse, ethernet, email, the opening and closing of “windows”, and more. Jobs left that tour and went back to Apple demanding his team change their course. The result was the Macinotsh computer (Gladwell, 2011). What most of us fail to realize is that Apple’s inspiration for the Macintosh came from the Xerox Alto. Xerox PARC was truly futuristic which ultimately resulted in the competition coming from behind and stealing their glory and the benefits that came along with it. A lesson for all: never let the competition hustle harder than

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