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Evolution of Fuji Xerox Value Creation

Anticipating Social Change, Promoting New Value Standards

Over the years, Fuji Xerox has consistently delivered new value to society while fueling business growth by keeping a step ahead of trends and promoting new value standards for a changing world. Rising above "Market-In," Fuji Xerox has pursued the concept of "Society-In," which focuses on social needs and provides solutions which are of value to society. By eliminating handwritten copies and enabling instantaneous sharing of information among large number of people, Xerox copy machines ushered in the age of the democratization of information. For this reason, it can be said that these machines virtually embodied the solution of social issues through the process of "Society-In."

Promoting New Value Standards

1962- From Products to Benefits

After its founding in 1962, Fuji Xerox facilitated the spread of plain-paper copying in Japan by selling services instead of machines, thus helping revolutionize the way businesses and society use information and communicate.

Fuji Xerox 914, the industry-first plain paper copier which realized the "democratization of information"

1970 "From Hustle to Beautiful"

At the height of Japan's rapid-growth era, Fuji Xerox had a dramatic impact on Japanese society, changing people's lifestyles and way of thinking by reexamining what it means to live a beautiful life and calling for a return to human values from the prevailing workaholic climate of the 1960s. At a time when giant strides were being made in technological civilization, Fuji Xerox stopped to consider how it could serve as a bridge to liberate people from the pressures of a workaholic society and to redirect their energies toward more creative and human activities.

1980 Pursuit of Corporate Quality Earns Deming Prize

Fuji Xerox's business environment became more challenging with the entry of competitors and repeated oil crises. Against this backdrop, Fuji Xerox steadfastly promoted companywide quality assurance management and total quality control (TQC) activities, and committed itself to standing head and shoulders above others with products that surprised the world. This spirit led to Fuji Xerox being awarded the Deming Prize in 1980.

Deming prize medal

1988 Promoting and Adopting New Work Way

Fuji Xerox introduced the New Work Way as a means to breaking free of the uniformity imposed by TQC activities. In addition to the question "Why?" that is so vital to carrying out work in a scientific way, the New Work Way expressed a respect for individual ideas and initiative by asking the question "Why not?" Anticipating the advent of a new relationship between individuals and organizations, we worked to bring about a company in which individuals are able to make the most of their abilities.

New Work Way

The Foresight of Yotaro Kobayashi

Yotaro Kobayashi, Fuji Xerox's former president and CEO (appointed 1978) and chairman and CEO (appointed 1992), passed away on September 5, 2015. Mr. Kobayashi strongly advocated for better relations among business, society, and employees (individuals). He constantly stood at the forefront of change by leading the "Beautiful Campaign–From Hustle to Beautiful" of 1970, the "New Work Way" of 1988 and the "Good Company Concept" in 1992. Mr. Kobayashi was also very active outside of Fuji Xerox. Appointed chairman of the Japan Association of Corporate Executives (Keizai Doyukai) in 1999, he expressed concern that undue attention was given to short-term economic performance in corporate evaluations, and advocated market evolution with a focus on the social and human roles expected of business. Mr. Kobayashi was also a lifelong advocate of the importance of corporate social responsibility and sustained value creation by business.

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