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                                   Xerox and the Icarus Paradox

                                                                                                             Schilling, Melissa A.

Strategic Management of Technological Innovation, Mc Graw-Hill International Edition, Fourth Edition

      According to Greek mythology, when King Minos imprisoned the crafstman Daedalus and his son Icarus, Daedalus built wings of wax and feathers so that he and his son could fly to their escape. Icarus was so enthralled by his wings and drawn to the light of the sun that despite his father's warning, he flew too high. The sun melted his wings, crashing Icarus to death in the sea. This was the inspiration for the now well-known Icarus Paradox – that which you excel at can ultimately be your undoing. Success can engender overconfidence, carelessness, and an unquestioning adherence to one's way of doing things.

      For example, in the 1960s and 1970s, Xerox had such a stranglehold on the photocopier market that it did not pay much attention when new Japanese competition began to infiltrate the market for smaller, inexpensive copiers. Xerox management did not believe competitors would ever be able to produce machines comparable to Xerox's quality and cost. However, Xerox was dangerously wrong. By the mid-1970s, Xerox was losing market share to the Japanese at an alarming rate. When Canon introduced a copier that sold for less than Xerox's manufacturing costs, Xerox knew it was in trouble and had to engage in a major benchmarking and restructuring effort to turn the company around.

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                                MATERIALS OF IMPORTANCE 

                              Carbonated Beverages Containers

      One common item that presents some interesting material property requirements is the container for carbonated beverages. The material used for this application must satisfy the following constraints: provide a barrier to the passage of carbon dioxide, which is under pressure in the container; be nontoxic, unreactive with the beverage, and, preferably be recyclable; be relatively strong, and capable of surviving a drop from a height of several feet when containing the beverage; be inexpensive and the cost to fabricate the final shape should be relatively low; if optically transparent, retain its optical clarity; and capable of being produced having different colors and/or able to be adorned with decorative labels.

      All three of the basic material types—metal (aluminum), ceramic (glass), and polymer (polyester plastic)—are used for carbonated beverage containers. All of these materials are nontoxic and unreactive with beverages. In addition, each material has its pros and cons. For example, the aluminum alloy is relatively strong (but easily dented), is a very good barrier to the diffusion of carbon dioxide, is easily recycled, beverages are cooled rapidly, and labels may be painted onto its surface. On the other hand, the cans are optically opaque, and relatively expensive to produce. Glass is impervious to the passage of carbon dioxide, is a relatively inexpensive material, may be recycled, but it cracks and fractures easily, and glass bottles are relatively heavy. Whereas the plastic is relatively strong, may be made optically transparent, is inexpensive and lightweight, and is recyclable, it is not as impervious to the passage of carbon dioxide as the aluminum and glass. For example, you may have noticed that beverages in aluminum and glass containers retain their carbonization (i.e., “fizz”) for several years, whereas those in two-liter plastic bottles “go flat” within a few months.

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                                                     Text 1

U.K. Cyclists to Deliver Bikes, Supplies to Calais Refugees

Sarah Morpurgo has no idea how many people will join her on a 65‐mile bike trip this weekend to deliver critical supplies to refugees and migrants living in a camp known as “the New Jungle” in Calais, France, but she’s feeling optimistic.

On Tuesday, the Facebook page for Critical Mass to Calais, an informal bike ride being led by Morpurgo and her friends, said 993 people planned to attend, although she acknowledged that many of those might be “solidarity clicks” in support of the journey.

“It’s going to be a bit of a surprise as to how many people will turn up,” Morpurgo, 25, told Newsweek. “Seven more people really need to hit ‘click.’”

Seven people had done just that a day after Newsweek spoke with Morpurgo, bringing the total number “attending” to 1,000. An Indiegogo campaign for the bike ride, which will take place August 29 to 31, had reached its 1,000‐pound ($1,547) fundraising goal.

Once they get to Calais, the cyclists plan to give refugees and migrants their bikes, a much‐needed form of transportation that will make it easier for the camp’s residents to get to shops and health care clinics. Supplies such as hygiene products, tents, sleeping bags and clothing will be taken to Calais in support vehicles and donated through the Secours Catholique – Caritas France charity.   

The port city of Calais has come under intense focus in recent months, becoming a symbol of a staggering global crisis of displacement: 1 out of every 122 people on Earth is either a refugee, an asylum seeker or displaced, the highest such number since World War II, according to the office of the United Nations high commissioner for refugees... (...)

(Available: http://www.newsweek.com/critical‐mass‐uk‐cyclists‐deliver‐bikes‐and‐supplies‐calais‐refugees‐366284. Adapted.)