Xerox is a classic example of the problem you cite. They actually wanted their copiers to be unreliable because they made so much money from maintenance activities. Then when Kyocera came along with reliable copiers, Xerox had to up its game. They basically became followers in an industry they'd helped create. Today they are nowhere in industrial 3D printing because trying to play there would have upset the printer group. Not rocking the boat was more important than gaining a foothold in what will be a multi-billion dollar industry. Thus we can predict Xerox will be gone in a decade or less.

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