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KODAK ORGANIZATIONAL FAILURES BEFORE AND AFTER BANKRUPTCY

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ALMUDENA SAENZ

on 9 September 2014

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Transcript of KODAK ORGANIZATIONAL FAILURES BEFORE AND AFTER BANKRUPTCY

1980
2012
1878
2013
KODAK ORGANIZATIONAL FAILURES BEFORE AND AFTER BANKRUPTCY
HISTORICAL CONTEXT
Eastman Kodak was founded in 1878 by George Eastman


Transformed the photography with the creation of dry plates


Kodak continued its expansion by opening factories and continuing with research


On January 19, 2012 the company filed for bankruptcy






KODAK’S BOOM
During this period Kodak was leader in the photographic industry

Kodak structure:

• Organization by task
• Chain of command strictly defined
• High responsibility among workers
• Little communication between different levels
• Trained managers




• Exploitation of economies of scale

• Technological innovation

• Global and permanent advertising campaigns

• Customer focus offering a complete service



KODAK’S DECLINE
KODAK’S BANKRUPTCY
KODAK AFTER BANKRUPTCY
• New strategy: Printing services, packaging and graphic communications to companies

• Decentralized matrix structure

•Reduction of cost structure: Digital printing and enterprise, Entertainment graphics and films, Personilez imaging and document imaging segments

• Reduction of workforce
Kodak competitive advantages:
On January 19, 2012, the company filed for bankruptcy



• Superficial structural changes

• Not able to renew "Gillette model"

•Digital cameras were unprofitable

• Strong bureaucratized structures
Why new structures did not work?
Characteristics of the new Kodak
CONCLUSION

• Late adaptation to Digital photography is the reason of Kodak bankruptcy

• Failed in realising the fast growth of Digital technology

• Lack of understanding of Digital business model

• Challenge: Business structure and strategies must be harmoniously integrated to understand market needs for digital photography.






Thank you for your attention
Q&A
Almudena Saenz
Deadline: February 13, 2013
Factors that caused the decline

• Lack of adaptation to digital photography

• Emergence of new competitors

• Increasing cost due to diversification



•First restructuration :
1. Consumer imaging segment
2. Kodak professional segment
3. Health imaging segment
4. Other imaging segment




•Second restructuration :
1. Digital and Film Imaging Systems Segment
2. Health Imaging Segment
3. Commercial Imaging Segment
4. Commercial Printing Segment

Measures taken to overcome the decline
•Third restructuration:
1. Commercial Segment
2. Consumer Segment
3. Business and consumer departments


Reasons that led the company into bankruptcy
•Failed understanding consumers

•Stagnation of innovation

•Trials over patents

•Retirement pensions

•Poor leadership
Full transcript