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http://www.asahi.com/ajw/articles/14326490

For Fuji Xerox, stripped of half of its recognized brand name, Xerox, after a dispute between its U.S. and Japanese mother firms, the big question is whether the company can duplicate its past success on its own.

The company, whose products sold so well that the verb “xerox” became synonymous for making photocopies, can no longer use the word on any of its company or product names.

After its Japanese parent company failed to acquire Xerox Corp., it was left with no choice but to dissolve its 59-year partnership with Xerox. Fuji Xerox was a joint venture established in 1962 by Xerox in the United States and what is now Fujifilm Holdings Corp.

On April 1, the maker of photocopy machines and printers renamed itself Fujifilm Business Innovation Corp. and must embark on a grueling journey with the new name to vie for customers it could not appeal to previously.

Despite the challenges the company faces, its incoming president, Hisanori Makaya, who assumed his post the same day the company was renamed, spoke positively about its future at a news conference.

“Today is the greatest change....read more here

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