Kodak has been a leader in convenient and cutting edge products for many decades. However, the company has not adapted well to the market’s shift toward digital technology. Now, the CEO must decide how to handle the decline of earnings and stock prices, which began in the last decade.
Profile of Kodak: From Film to Digital Photography
by: Scott Moore
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After reading and discussing the material, students should:
- Describe the history of Eastman Kodak Inc.
- Explain why Kodak's leadership in digital photography from the early days of the technology to current times has not led to industry dominance.
- Assess the wide-ranging impact of a customer value proposition that is rendered obsolete by changes in technology.