Company profile
- Industry
- Document technology and services
- Founded
- 1906
- Headquarters
- Norwalk, United States
- Ownership
- Publicly traded
Profiles are auto-generated and infrequently updated.
Decisions on record
3 verified Decision Cases on Xerox, and the casebook each one belongs to.
| Fork date | Decision type | What Xerox chose | Where it stood | The story | Casebook |
|---|---|---|---|---|---|
| 1981 | Cannibalization Choice | Price Star as enterprise system | The Star moved few units — most sources cite roughly 25,000, though some put the figure far lower — and by any count it was a commercial disappointment (1981) | Read the story → | Cannibalization Choice Casebook → |
| 1997 | The Fall | Accelerate lease revenue | revenue was about $6.2 billion in 2024, down from $6.9 billion the year before (2024) | Read the story → | The Fall Casebook → |
| 2002 | Crisis Response | Settle now, count later | Xerox restated $6.4 billion in revenue for the past five years — more than twice the $3 billion figure anticipated (2002-06) | Read the story → | Crisis Response Casebook → |
Videos on Xerox
Run one of these yourself
The decisions Xerox faced, as kits you can run.
Each pack takes one of these decisions and gives you the framework, a deck for the room, a model that resolves to one number, and the sourced cases behind it. $499, one-time.
Decision ForksThe CannibalizationShould you launch the thing that takes revenue from your best business?See the pack →Crisis & ReinventionThe Crisis ResponseWhat is one more quarter of not acting worth?See the pack →Decision ForksThe ResidualHow much of your decline can the agreed explanation actually account for?See the pack →
The analyses
The Cannibalization Choice · Growth & Portfolio
Xerox Built the Future at PARC. Then It Sold the Future to Its Past.
The myth is that Xerox ignored what PARC invented. It didn't - it shipped the laser printer, pushed Ethernet, and sold the Star in 1981. The failure was a $100,000 price tag and a 3,000-mile gap between the lab and the cash cow.
8 min
Crisis Response · Crisis & Reinvention
Xerox Settled Its SEC Fraud Case for $3 Billion — Then Restated $6.4 Billion
In April 2002 Xerox settled SEC fraud charges built on a $3 billion revenue problem. In June it disclosed the real number was $6.4 billion — more than twice as large. It settled before it knew how bad the books were, and that sequence is why it survived when Enron and WorldCom didn't.
7 min
The Fall · Crisis & Reinvention
Xerox Shipped a GUI Computer in 1981 — and Pulled $3 Billion Forward to Mask a Dying Franchise
The legend says Xerox invented the PC and let Apple walk off with it. The records say otherwise: Xerox shipped a GUI computer in 1981, then accelerated $3 billion of copier revenue to disguise a franchise that was already dying.
8 min
Tools to try
- Ansoff move finderFramework: Ansoff Matrix
- Business model canvas builderFramework: Business Model Canvas
- Change readiness checkFramework: Kotter's 8-Step Change Model
- Five Forces scorerFramework: Porter's Five Forces
- SMART goal builderFramework: SMART Goals
- SWOT builderFramework: SWOT Analysis
More from Stratrix
The Business Model Wizard
Make the seven choices that define your model, test your numbers against real companies, and meet the rival AI would build against you.
Free · about twelve minutesBuild your Model Thesis →Test a decision, free
Set a live decision against the companies that made it before you.
AcquisitionsThe Distance TestDivestituresThe Divestiture TestDiversificationThe Diversification TestMake or buyThe Make-or-Buy TestWeekly email
Stratonomics, every Tuesday
One data story every Tuesday: what happened, what it means, and the figures you can quote. Free.