1/20/13

The Rise And Fall Of The Innovator: Kodak | MBA Skool-Study.Learn.Share.

Shop For Jackets Online
jabong.com/Jackets/New Widest Range, Genuine Products. Fastest Delivery,Ships Free.Buy Now

Follow

Like

13k

Create Account | Login
O r C onne ct with

Home

Articles

Docs

Concepts

BrandGuide

Colleges

Forum

Careers

FunCorner

Search MBASkool..

Go

You are here: Home

Articles

Marketing and Strategy

The Rise And Fall Of The Innovator: Kodak

THE RISE AND FALL OF THE INNOVATOR: KODAK
< Know Your Customers.. Has Facebook Reached Its .. >
Like 4 Tw eet 0 4

18
Use ful?

The article deals with the story of the rise and fall of Kodak, one of the most innovative companies of all time failed to keep in pace with digital revolution. Even though the company was first to invent a digital camera in 1975, majority of its revenues were coming from traditional business of film development and printing rather than digital cameras. The article tries to analyse the root cause of this failure of Kodak’s camera business and its inability to change with changing trends.

Introduction The digital product market today, is highly complex and susceptible to rapid changes. The definition of carrying out business is changing every day. Most of the traditional and lifeline products are losing their importance. Today, most of us no longer write letter or buy a news paper, in fact we seldom carry a hardcovered book. Everything is available digitally. Analog technologies are more of a symbol of nostalgia for most of us. In such a dynamically changing market it becomes important for a company to keep itself agile and anticipate the market changes in advance. Infact a market leader like Kodak should have not just anticipated the advent of digital technology but should have developed a strategy to utilize this change to its maximum potential. The Rise of Kodak The 133 year pioneer of the then photographic industry was Apple of it’s of time. From invention of first photographic film stored in form of a roll to inventing first digital camera, Kodak stood as a market leader and innovator for about a century. Instead of inventing new technologies, it was known to simplify technology and market it to the consumers in innovative ways. Its founder George Eastman Kodak had a vision, “to make camera as convenient as a pencil”. He almost made his vision to reality by making easy to use camera, away from the complication involved in professional cameras, making photography available to almost everyone who wanted to take photographs. It’s not been very long when we have seen the commercial of ‘Kodak Moments’ aired on channels, targeting its cameras as a part of anyone everyday routine, opening photography to the masses. Way back in 1975, it invented the first digital camera. Till 1976, Kodak had a 90% share in US film market, while 85% of camera market. There was a phase in the history of photographic industry that the brand became synonymous with the product camera, just like Xerox did for photocopying. With the advent of rapid change in technologies and its acceptance by the consumers, Kodak dropped the film making 35mm colour film after 74 years of production. By 2005, it became the highest seller of digital cameras in the US, but that

All Sections on MBASkool
Articles Documents BrandGuide Concepts Contests B-School Mags B-School Pages

www.mbaskool.com/business-articles/marketing/4842-the-rise-and-fall-of-the-innovator-kodak.html

1/3

Secondly. the traditional silver halide photographic platform was getting integrated with the digital imaging platform. it was unable to identify the true potential of digital technology and thus acted in a complacent manner towards digital revolution. was the last year of its glory. Kodak presents a perfect example of a company which had a vision without a coherent strategy in place.5% of its peak value of 31 billion dollars in 1997. The industry was seeing convergence. Kodak is no longer the aspired brand. Is the Road Ahead lucrative enough? After filing for bankruptcy. the risks involved are way too much. digital Point-andShoot cameras. it claims to have a unique ink which is faster and cheaper which can be used to print on different materials and will require smaller machines. pocket video cameras and digital picture frames.1/20/13 The Rise And Fall Of The Innovator: Kodak | MBA Skool-Study. If this move will become successful. it didn’t have any competitive advantage over others. they no longer needed printed copies of their photographs when they can get the digital copy free and there are lot of free sharing mediums as well. the resistive culture and leadership of Kodak forced it to stay in the business of manufacturing cameras. employment at Kodak was synonymous with job security. Kodak currently stands at only 0. It plans to phase out all its major products including digital cameras. The above mentioned factors along with its missing competency in the new digital technologies can be thus attributed to the failure of Kodak in the “digital revolution”. Casio and HP entered into the market. The competitors like HP and Sony were able to foresee the growth of this invention. It is noticeable to mention that at a time when most of the big companies transformed from product orientation to high-margin service orientation. they never left nor were they made to go. Kodak never focused in being a market leader in digital imaging technology. Nikon.com/business-articles/marketing/4842-the-rise-and-fall-of-the-innovator-kodak. For printing. The irony of the situation is. With the change in the whole platform of doing photography business. as Eastman envisioned ‘Cameras today are as accessible as Pencil’. online media and social networking. As per the recent article in Economic Times. Kodak stands last in the top 10 list of brands people want to engage with. It is only in the past decade when Kodak invested heavily into digital business. it would help Kodak to re-emerge as a printing solutions company. rather we could say late capturing of the market. It is evident to say the when companies like apple transformed from a computer manufacturer to makers of ‘Insanely great products’. Kodak remained resistive to changes like advent of software. It had a reactive approach to the competitors. it was able to come up with the products comparable in the market. many non-traditional players like Sony. any industry pioneer like Kodak needs to substantially improve its adaptability to meet the future changes and avoid the failure it has experienced after more than a century of success. For acquiring capital for this new business it plans to raise money from big technology giants by suing them for patent infringement and then strike a license deal for settlement of the case. This article has been authored by Astha Saith from NMIMS and Swarnim Pathak from DoMS. Despite being one of the most innovative companies with hundreds of patents in its name. Cameras were now placed in mobiles. Conclusion In the rapidly changing business world. Panasonic and the likes. Thus it ended up being a follower. by providing digital printing solutions. laptops and tablets. but ‘Kodak is no longer a Camera’. Image: FreeDigitalPhotos. way after Canon. Kodak continued to be a film and camera maker. with printing market shrinking globally due to advent of new technologies and the presence of established giants like HP in the printing space. But the question still remains that of sustainability.html 2/3 . What went wrong? The collapse of Kodak could be attributed to three main factors: Firstly. although it introduced the digital cameras in 1975. For decades. integrated cameras in phones led to steep fall in its dominance. The late entry of Kodak into the digital imaging market.Share. thus making the need for buying a separate camera redundant.net If you are interested in writing articles for us. Kodak now looks forward to become a dominant player in commercial printing market. While competitors like Fujifilm were driven by its commitment to change and adoption of new technology. in August. people joined and retired.Learn. which again signified a dearth of fresh perspective and energy to the business. Though due to its high know-how of the technology. At the same time Kodak’s major arm of business suffered a great setback as the consumer needs were different. IIT Roorkee. Kodak also suffered from its rigid organizational structure and culture which made it resistive to change. Thirdly.mbaskool. Subm it Here Events and Competitions Employer Reviews www. In this way the company faced a double edged setback to its business. Kodak was unable to instil a sense of urgency at the right time. and its lack of competence in areas like software development. According to the 2012 Customer Loyalty Engagement Index.

There are billions of under-privileged c. Of late.in Best Viewed at 1024x768 in Original Template by:C opyright © 2008 You! Bumpit! All rights reserved | C ustom Design by Youjoomla.. Sony executive.The World's Reserve C urrency SAY-(will)-BE With the SEBI Golden Oil or Turmoil .1/20/13 Like 4 The Rise And Fall Of The Innovator: Kodak | MBA Skool-Study.Present and Future Positioning in the Modern World C hange in Indian Retail Arena Social Enterprises Improvin. reforms...Learn... Tw eet 0 4 Related Business Articles You May Like: What Good is Market Research for New Product? Social Enterprises Improving Supply C hains for the Poor Why Should C ompanies Innovate? Rethinking Business in C onstantly C hanging Environment SME. has become a darling o..com | Design by Hindavi.Share..A Road To Growth & Stability Add comment Name (required) Refresh Send J C omments Finance Jan 15 2013 Finance Marketing & Strategy Jan 18 2013 Marketing & Strategy Operations & IT Jan 17 2013 Operations & IT Hum an Resources Jan 18 2013 Human Resources Indian Reforms: Real Vs Ree. Dollar ..com www.. C ontent Marketing .. According to Kozo Ohsone. What do the "C louds" Hold for Indian IT Sky? Supply C hain .The Green way Best Practices in Supply C hain Management The Inevitable Disruptio.com/business-articles/marketing/4842-the-rise-and-fall-of-the-innovator-kodak. Blindness in India . the word..An Action Oriented Leadership Developmental Intervention The Human Resource Economy: Designing Incentives to Ignite ‘Passion for Excellence’ Read More Read More Read More Read More AUTHORS | MEDIA | DOC S GUIDE | TERMS | PRIVAC Y & C OOKIES | C ONTAC T | ABOUT | GLOSSARY | ADVERTISE | UPLOAD | APPS | SUBMIT | SEARC H | ADS Follow us on 2012 | MBASkool..mbaskool.C hallenges and Solutions Executive C oaching ..html 3/3 . In today’s economy where global compan....Impact of the Oil Shock What Good is Market Rese.