Case 15: Xerox (2002)

• Prof. Dr. Klaus Henselmann
• Dr. Stefan Hofmann

For most of the second half of the 20th century, the Xerox Corporation was a leading technological innovator. In 1959, the first office photocopier was developed (called “Xerox 914”), bringing the Stamford, Connecticut-based company major recognition. Throughout the 1960s, Xerox was a symbol of the transformational power of technology innovation – just as Apple Computer and Microsoft would be later. During the 1970s, Xerox introduced the colour copier as well as the laser printer (which was actually a modified version of a copier). Xerox was defined as “the copier company” in its very DNA, and it was even in the dictionary as a synonym for photocopy. The copiers were “money machines” nonpareil.

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