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Copy of Free fall template

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grace zhang

on 18 October 2012

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Transcript of Copy of Free fall template

Eastman Kodak MBAD666 Innovation Business strategy
Sina, Miriam, Grace and Nathan How does the giant fall? A legendary enterprise that brings color image into human life..... The innovation has served Kodak well for decades in the photographic 1979 George Eastman was one of the first to successfully mass-produce dry plates for photographers
1888 - he was one of the first industrialists to employ a full-time scientist for R&D 1902 Eastman Kodak was producing 80 to 90 percent of the world's celluloid film
Kodak film had become the dominant technology Eastman had resolved to develop an entire system to change the picture taking business Late-1990s: film sales decline in sales of photographic film. Kodak begins to struggle financially.

As part of a turnaround strategy, Kodak focusses on digital photography and digital printing, divesting its other businesses and attempts to generate revenues through aggressive patent litigation. The evolution of photography demonstrates how developing technologies could help business success
The technology made it the number one photography film brand in the world. The nut shell:
what do we learn from this in term of the role that innovation can play in organization? "You press the button, we do the rest."
Company goal- To make photography as convenient as the pencil
Kodak continues to expand the ways images touch people's daily lives. 1902: Machine simplified processing of roll film, making it possible for amateurs to process without a darkroom
1912 Kodak sets up one of the first industrial research centres The Innovation and Product development at Kodak continues.... 1930-1959 Colour film
1960-1979 Projector and Kodak Instamatic Camera
1980-1989 Kodak entered video image market and develops Kodak Supralife Batteries The enterprise remains successful...... Understanding the dynamics of innovation is essential to a company's survival and success New technology made Kodak's core business (film processing) obsolete.

Despite having pioneered the new technology, Kodak lacked the foresight to adapt its business model out of fear of the cost of change. By the time Kodak recognised the real threat, they had left it too late.

Failure through lack of innovative culture when core business no-longer making money-
simple shift and shift quickly
be prepared all the time
invest on research&development
build innovative company culture
willing to take risk or become the first adapter . industry 1900 - Kodak made camera and film affordable for everyone Kodak's business model in a nutshell. The business is built around processing film A short history of Kodak's products 1975 Kodak invents the digital camera....and puts it back in the cupboard Why? Fear - of the cost of abandoning the old business model to adapt to the future What happened next? In the 1990s, Kodak poured billions into developing technology for taking pictures using mobile phones and other digital devices. But it held back from developing digital cameras for the mass market for fear of killing its all-important film business. Others, such as the Japanese firm Canon, rushed in. The Downward Spiral of Doom
Jan 2012: Kodak files for Chapt 11 bankruptcy
Feb 2012: Kodak announces it will cease making digital cameras, pocket video cameras and digital picture frames, and instead focus on the corporate digital imaging market
Aug 2012: Kodak announces it will sell its commercial film, commercial scanners and kiosk divisions "It is funny now to look back on this project and realise that we were not really thinking of this as the world's first digital camera,"- Sasson, Kodak head of R&D "We developed the world's first consumer digital camera but we could not get approval to launch or sell it because of fear of the effects on the film market." Don Strickland - former VP "In what has got to be one of the most insensitive choices of demonstration titles ever, we called it 'Film-less Photography'. Talk about warming up your audience!" - Sasson, former head of R&D Inability to see how this would change the industry Complacency and arrogance The Lesson for Kodak
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