Xerox Article Review
This review attempts to provide a summary about the recent IndustrialResearch Institute article on Xerox's new approach for bringing newtechnology products and services to market. Established organizations areat a slight disadvantage over start ups when it comes to moving new orinnovative products and services to market. Company's such as Xerox find attimes that they are simply too big for their own good or worse they findthemselves in a position where investors have no patience and thereforestop new products not expected to bring an immediate return. Imagine acompany as well established as Xerox creating an entirely new digitalcopying system but is not able to br
The fact is that more than just consumers suffer ifcorporate America is cutting off new technology research and development atthe pass. Xerox has taken the necessary steps to rethink their Research &Development, marketing and sales strategies. " (Unknown, 2001) Thecompany has successfully distanced themselves from what the articleconsidered as the large corporation dilemma of only marketing establishedtechnologies by using more flexible subsidiaries, namely the CorporateInnovation Council and the XTE for the research and development phase ofthe product life cycle. The article explains thatXerox is successfully thinking outside of the box. This approach provides a proven methodology for acorporate giant like Xerox to take advantage of small market testing,venture capital funding opportunities and any other needed step in theprocess of creating new and innovative technologies for future success. The Corporate InnovationCouncil and the new XTE continue to successfully utilize the model formaximizing the company's technology portfolio through the concept of theinternal incubation mechanism. The Xerox Corporation has been a leading provider of digital printers,copiers and other related document processing equipment for quite sometime. "Drawing upon thelessons it has learned, the company seeks to maximize the value of itstechnology portfolio through an internal incubation mechanism, as well asto extend its innovation model to business concepts. The article points out that Xerox has every intention on surviving throughnew and innovative approaches to getting their technology to market eventhough global competition continues to mount attacks on the company'smarket share. However, even companies with Xerox's track record for successeventually have to contend with a product that may have reached maturity inthe product life cycle. In conclusion, the Xerox Corporation has created a new approach tobringing their new technology ventures to market. Xerox also must contend with the fact that today'shighly educated consumers have many comparable alternatives to choose from. ing it to market because of theexpectations for a high return on investment by corporate offices,investors and bankers.
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