Case Study

Xerox Transportation Solutions: Facing a new future

18 pages
May 2019
Reference: IMD-7-1801

In 2016, Xerox Transportation Services, a division of Xerox Services, was the largest provider of proprietary transportation and mobility solutions for municipal governments worldwide (parking, public transit, tolling etc) supported by a back-office transaction processing and call centers. Its business was facing significant technology and business model disruption, as proprietary systems were being replaced by open systems and platforms. It was Xerox Corporation third wave of disruption, the first two being the shift from laser to low cost ink-jet printers, and a move from paper to digital. Facing these new platforms that helped individuals get from point A to point B such as Google Maps, representing digital map players on one side, Uber, representing the ride sharing companies such on the other, Xerox Transportation Services had to completely re-think on what basis it would compete and what its ecosystem would look like in the future.

Learning Objective
  • Part of the challenge of established organizations facing disruption the failure of omission – or inability to see or the inability to act and commit based on the new dynamics of competition.
  • In order to highlight this learning objective, we put the participants into competing groups to determine how each player would beat each other in the world of getting from point A to point B – projecting out the consequences of the initial investments that they had made.
  • It becomes very clear once after all competitive moves are made, that the consequences of initial investments (for example, Google’s 7 year valuable, rare, hard to copy (or substitute), investment in mapping the world’s roads) has a significant impact on its future sustainability of competitive advantage.
Disruptive Innovation, New Business Model, Competitor-driven Strategy, Platform Strategy, Dynamics
United States of America
Xerox, Logistics and Supply Chain, Transportation
Published Sources
© 2019
Available Languages
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics