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Eastman Kodak Company |
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Background: In the 1990s, the Eastman Kodak Company (Kodak) yielded to changes in demand that threatened to make its signature products outdated. The company made a strategic decision to move away from traditional film and toward digital products. The company characterized this decision as a historic shift, and this decision was not without its critics. Many people wondered if Kodak could compete effectively with companies including Hewlett-Packard, Canon, and Epson who were firmly entrenched in the market niches that Kodak was interested in moving into. Kodak announced that it would make no significant investments in the traditional consumer film business, but Kodak did begin actively making private-label film under non-Kodak brand names and became more aggressive in pursuing market share in the film business. This represented a dramatic shift from its previous strategy of using brand image to demand a premium for its branded film. The problems facing Kodak parallel the problems of many companies whose business models has been threatened by rapid changes in technology, but the success of this dramatic change in tactics was never certain. However, if Kodak had done nothing it might have suffered the same fate as Polaroid Corporation. Polaroid, a long-term rival of Kodak was forced into bankruptcy protection in 2001 after its repeated efforts to introduce new products to replace its outdated instant photography products continued to fail.
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Category: Business - E
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Exchange Commission, Kodak Company, Canon Epson, Europe Company's, Corporation Polaroid, Commercial Imaging, Company Kodak, Cingular Wireless, Western Europe, Imaging Photography, eastman kodak, digital cameras, traditional film, digital products, mar 2005, eastman kodak company, kodak company, eastman kodak co, product offerings, western europe, exchange commission, company 2003, 10 mar 2005, japan western europe, company 2003 10-k,
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