Kodak: Fading Moments in Digital Photography


Code : COM0010

Year :

Industry : Engineering, Electrical and Electronics

Region : Global

Teaching Note:Available

Structured Assignment :Available

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Abstract: In conventional photography, Eastman Kodak Company is synonymous with photo-films and development. The company, which was a market leader, lost its command over the market due to the rise of digital cameras in 1997. While on one hand, Kodak had to deal with new competitors like Sony, Hewlett-Packard and Canon who emerged as strong contenders for leadership in digital photographic equipment, on the other hand, it had to protect its turf in traditional photography where Fuji Photo Film Co., waged a price war. To win back its lost market share, Kodak's the then chairman George MC Fisher came out with a string of initiatives to meet the requirements of digital photography market.

Pedagogical Objectives:

  • To discuss how large-scale changes in the technology can catch even the market leaders unawares and result in a downward spiral

  • To analyse Kodak's initiatives to regain its supremacy in the photography industry against the backdrop of digitisation of photography

  • To discuss whether the initiatives of Kodak's former chairman George MC Fisher and his successor Daniel A Carp would lead the company out of trouble.
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    Keywords : Kodak; George MC Fisher; Daniel A Carp; Digital photography; Photographic films; Kodak in digital photography; Sony; Digital cameras; US film sales; Kodak's acquisitions in China; Managing in Troubled Times Case Study; Kodak picture network; Image Magic kiosks; Picture CD; Camera mobile phones; Fuji

    Contents :
    Kodak Under George M.C.Fisher
    Fisher's Initiatives in Traditional Business
    Carp Steps In

    Case Introduction >>

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