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Summary
Rank Xerox regained market share by implementing competitive benchmarking and a Leadership Through Quality Strategy. These changes transformed their management and structure, leading to a customer-focused, market-driven business.
Area of Science:
- Business Strategy
- Organizational Management
- Market Dynamics
Background:
- Rank Xerox held a dominant position in the photocopier market for two decades.
- The Japanese market entry in the late 1970s presented a significant competitive challenge.
Purpose of the Study:
- To describe the strategic and organizational changes implemented by Rank Xerox.
- To analyze how these changes enabled the company to regain market share.
Main Methods:
- Implementation of competitive benchmarking.
- Adoption of the Leadership Through Quality Strategy.
- Analysis of shifts in management philosophy and organizational structure.
Main Results:
- Rank Xerox successfully countered competitive pressure from Japanese firms.
- The company regained significant market share.
- A transformation towards a market-led approach with a strong customer focus was achieved.
Conclusions:
- Strategic adaptation, including benchmarking and quality initiatives, is crucial for market leadership.
- Changes in management philosophy and organizational culture are key enablers of competitive recovery.
- A customer-centric and team-oriented culture supports sustained business success.