KODAK CASE

By: Jairo Andrés Rangel Rivera and Sebastian Giraldo Villa

1. Context.
Eastman Kodak Company, or simply Kodak, according to the case, is a multinational company
mainly dedicated to the manufacture of rolls of photographic films. Context mainly focuses on
how Kodak went bankrupt, because the path that kodak was taking wasn´t the right one for
the market at that time, the company’s direction should have been more focused on new
opportunities and more innovation.

2. Search the problem.

In our humble opinion and according to the case, we think that the main problem here is that
Kodak lacked about projection and vision from innovation´s point of view. They had little
projection regarding the impact generated by digital photography in the market at that time
with respect to technologies already implemented, such as Kodak photographic films. Kodak
didn´t made their move quickly and fast, they didn´t move to the digital world well enough
and fast, and this ended up paying with bankruptcy, thanks to the lack of vision and
innovation.

3. Alternatives.
a) Having pioneered the production of new products that went hand in hand with
photography and the digital world, in order to monopolize the market and go one step
ahead of the competition.
b) Use new digital technologies to apply them in their traditional movies, in order to improve
them.
c) Focus on the production of digital cameras.

4. Solution.
The solution that result more convenient for the company was to update itself in the search
for continuous change with respect to the market and customers according to innovation and
development, making studies in pro to benefit the company and also taking into account that
the world is changing every day, especially business proposals already stablished, who can
change the designs and parameters.