then things went terribly wrong for xerox. the legendary com pany's stock and fortunes took a stomach-churning dive. in only 18 months, xerox lost some 38 billion in market vaiue. By mid 2001, its stock price had plunged from almost 70 in 1999 to under 5. the once-dominant market leader found itself on the brink of bankruptcy. what happened? Blame it on change or-rather-on xerox's failure to adapt to its rapidly changing marketing environment. the word was quickly going digital, but xerox hadn't kept up.