Innovation and New Product Development Case Study

Kodak: Betting on Digital Imaging

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Abstract:
Eastman Kodak, a 130 year old company is undergoing a radical transformation due to the rapid convergence of traditional photography with consumer electronics. Faced with the threat of worldwide decline in photographic film sales, as well as the growing popularity of digital cameras, Daniel Carp, the chairman and CEO of Kodak, had announced a new growth strategy. His focus was in the digital trinity of image capture (cameras), services (on-line photofinishing sites, kiosks and minilabs) and image output (printing paper).

Pedagogical Objectives:

• To discuss the growth strategies adopted by its current chairman and CEO Daniel Carp for its digital imaging business
• To discuss Kodak’s future outlook
• To discuss the threat posed by camera phones to the digital still camera industry in the short and long-term.

Keywords : Kodak; Digital imaging; Daniel Carp; Traditional film business; Digital service; Corporate Strategies Case Study; Competitive scenario; On-line photofinishing sites; Kodak's new initiatives; Entertainment imaging group