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Case
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Reference no. 306-108-1
Published by: IBS Research Center
Published in: 2006

Abstract

By 2000, Kodak, the company that pioneered the imaging industry by inventing easy-to-use cameras and photographic film, was in deep crisis. With the advent of digital cameras in the mid 1990s, Kodak found its sales declining as consumers preferred the new cameras, which did not use films. The growing popularity of digital cameras led to a slump in film sales, which was a major revenue generator for Kodak. Additionally, the new technology attracted a lot of competition from traditional as well as new players. In order to maintain its lead in the industry, Kodak decided to adopt the new technology and reinvent itself from a camera and film manufacturer to a digital imaging company. The case discusses the evolution of the digital camera market and the shrinking film business. It also highlights the strategies adopted by Kodak to embrace the new technology to sustain its leadership position.
Location:
Other setting(s):
2005

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Abstract

By 2000, Kodak, the company that pioneered the imaging industry by inventing easy-to-use cameras and photographic film, was in deep crisis. With the advent of digital cameras in the mid 1990s, Kodak found its sales declining as consumers preferred the new cameras, which did not use films. The growing popularity of digital cameras led to a slump in film sales, which was a major revenue generator for Kodak. Additionally, the new technology attracted a lot of competition from traditional as well as new players. In order to maintain its lead in the industry, Kodak decided to adopt the new technology and reinvent itself from a camera and film manufacturer to a digital imaging company. The case discusses the evolution of the digital camera market and the shrinking film business. It also highlights the strategies adopted by Kodak to embrace the new technology to sustain its leadership position.

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Location:
Other setting(s):
2005

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