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Innovation and New Product Development Case Study

Case Title:

Kodak's foray into Printer Business: Using Disruptive Technology

Publication Year : 2010

Authors: S Paul

Industry: Engineering, Electrical and Electronics


Case Code: IPD0120IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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In In 2007, the photographic materials and equipment organisation Eastman Kodak planned to enter the consumer inkjet printer business with a disruptive technology. Kodak declared that the printers' quality was formulated in such a way that it would stay vibrant for 100 years. Moreover, the replacement ink cartridges would cost half in comparison to what the customers used to pay. Kodak felt that with its foray into the printer industry the company could become profitable, as Kodak was suffering eight quarterly losses since 2004. But the analysts felt that it would be a difficult task for Kodak as the printer industry was highly competitive with major players like Hewlett Packard, Canon, Epson and Lexmark fighting for market share. The case deals with the challenges Kodak had been facing since 2004 and how it planned to turnaround with the disruptive technology.

Pedagogical Objectives:

Keywords :  Kodak, Hewlett Packard, Printer, Disruptive technology, Photocopier, Canon, Sony, Epson, Lexmark, Camera, Photography, Brand equity, Turnaround strategy, Photo-film business, Flextronics

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