An Image Problem At Xerox

With competitors arriving, customers defecting and staff grumbling, the copier king faces a big restructuring

Pity the poor copier. long the undisputed king of office equipment, the mighty Xerox machine has of late become more like an adding machine, an ancient workhorse being shunted aside by smaller, cheaper and better gadgets--in the case of Xerox, a sexy array of PCs, printers and scanners. For any office drone who has ever cursed a paper misfeed or the dreaded ADD TONER warning, the end of the copier's reign is welcome. But it has put Xerox, the $19 billion-a-year imaging pioneer, in quite a jam.

Like AT&T, with its shrinking long-distance business, and any number of one-technology companies before...

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