Xerox Corp's Turnaround Strategy

This prompted him to conduct experiments in the area of photoconductivity, through which multiple copies could be made with minimal effort. Carlson experimented with 'electrophotography' in his kitchen and in 1938, applied for a patent for the process. He made the first "photocopy" using a zinc plate covered with sulfur. The words "10-22-38 Astoria" were written on a microscope slide, which was placed on top of more sulfur and under a bright light. After the slide was removed, a mirror image of the words remained. Carlson tried to sell his invention to some companies, but because the process was still rather underdeveloped, he failed. Besides, at that time, multiple copies were made using carbon paper, and people did not feel any dire need for an electronic machine.

Over the next few years, the institute conducted experiments to improve the process of electro-photography. In 1947, Haloid approached Battelle to obtain a license to develop and market a copying machine based on this technology. Haloid felt that the word electro-photography was too complicated and did not have good recall value. After consulting a professor of classical languages in Ohio State University, Haloid and Carlson changed the name of the process to 'xerography', derived from Greek words which meant 'dry-writing'. Haloid decided to call the new copier machines 'Xerox' and in 1948, the word Xerox was trademarked. In 1949, the first xerographic copier called 'Model A' was introduced in the market. The copier was reasonably successful...