XEROX

The Xerox Corporation has been a pioneer in developing Photocopiers and a large part of this success can be attributed to the significant role played by Fuji Xerox , which is actually a subsidiary of Fuji Photo Film Traditionally , Fuji Xerox has been given a high degree of autonomy in its administration and manufacturing techniques

Licensing contracts restrained Fuji Xerox from reigning in the nearby Asian markets such as Malaysia , China , Hong Kong and Singapore that were still licensed to Rank Xerox as per agreements with Xerox . This proved to be economically less

profitable , since the knock-down kits manufactured in Japan were sent to the UK to be assembled under the Rank Xerox brand name . Hence , the Codestiny taskforce was setup to develop a mutually acceptable agreement between the two organizations in areas such as marketing , research and development and implantation stage However , the immediate task at hand for the team was to develop a strategy to outshine competition in the next decade , as Xerox was facing a major slump in the US

Now , the option available to the Codestiny team would be to either split Xerox and Fuji Xerox into separate entities or to allow mutual cooperation between the two organizations , in areas such as research development and marketing . As far as research is concerned , both the companies share a healthy relationship , as Xerox possessed extensive software expertise and Fuji Xerox excelled in hardware implementation (Kono 2001 . Hence , the research team of both organizations must be allowed to work together on various projects

The main cause of concern for both the companies is their difference of opinion in marketing strategies and developmental stages . Since parochial feelings were starting to surface in Fuji Xerox , it would be better off to let the development and implementation stages to remain complimentary , but care should be taken to ensure that the processes do not overlap

It makes more common sense to allow Fuji Xerox to market and trade copier machines in Asian territories , since it would be more economical to manufacture the product near the place of sale . Moreover , Fuji Xerox would also have better marketing knowledge in such familiar territories Although both organizations need to work on specific territories , it would also be essential to work together in certain strategic areas

Reference

Kono , T (2001 . Trends in Japanese Management : Continuing Strengths Current Problems , and Changing Priorities . New York : Palgrave

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