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Going Global & Managing Global Businesses Case Study

Case Title:

Kodak in Asia

Publication Year : 2006

Authors: Abdul Samad, Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics

Region:USA Asia

Case Code: GGL0026

Teaching Note: Available

Structured Assignment: Not Available

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Eastman Kodak Company, established in 1881, is the world's largest manufacturer of photography and optical equipments apart from being the No.1 in photographic films. However, since the 1990s, the company has been witnessing rapid transition from film based photography to digital imaging. As Asia has traditionally been considered a big market for traditional products like films and film cameras, Kodak expected to continue its traditional business profitably in this region. However, Kodak's calculations went berserk when the Asian market embraced digital technology much faster than its Western counterparts.

Pedagogical Objectives:

  • To discuss the reasons for Kodak's misinterpretation of the Asian market
  • To debate the appropriateness of the strategies adopted by Kodak to transform itself into a digital imaging company and tap the growing Asian markets.


  • Misinterpreting the Asian Market
  • Kodak: Going Digital to Tap the Growing Asian Market

Keywords : Growth Strategies Case Study; Kodak's film photography business; Emergence of digital imaging; Digital competitors of Kodak; Kodak's Asian market; Kodak going digital; Digital photography business in Asia; The new logo of Kodak; Kodak's region-wise sales globally; Kodak's digital cameras

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