Essay on Kodak and Fujifilm

3515 Words Apr 23rd, 2013 15 Pages
Assignment 1: Kodak And Fujifilm
Laura Renee Baxter
Management 302
Milton Lawler, Ph.D.
Strayer University
January 23,2013

Abstract
Both Kodak and Fujifilm are companies that focused on photography and imaging as their core businesses. Despite Kodak having an upper hand of starting earlier than Fujifilm, 1888 compared to 1934, Fujifilm adapted more to market changes and currently still has a force to reckon. Kodak is currently in bankruptcy protection since January 2012 under Chapter 11 with a bid to try and reconfigure its business strategies.
The difference in management strategies plays a key role in the way the two companies embraced innovation. Complacency and slow adaptation dominated in Kodak Company while Fujifilm
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Gradually, Fujifilm started eating into Kodak’s shares in the US due to near-equal products that were cheaper and actively marketed (Fujifilm, n.d).
Fujifilm’s core businesses diversified faster with realization of looming transition by the management. Its imaging domain not only focused on personal, family and media moments but also diversified in the health sector. Its main businesses include film, photographic color paper, photographic equipment, medical equipment that included X-rays, and chemicals. More recently, Fujifilm’s early preparation to satisfy the fast-changing needs in the digital world ensured it widened its business scope to digital cameras, panel displays, printers, photocopiers and a variety of optical devices (Fujifilm, n.d).
Comparison and contrast of the approach to management that each company has pursued in order to embrace innovation
Kodak
Kodak’s transitioning to embrace innovation could be blamed on its previous autocratic management body. The complacency by the management to revolutionize the technology it originally created is the sole reason why Kodak is currently in shambles and suffering bankruptcy (Williams, 2013).
Numerous researches done by its R&D section had repeatedly foreseen the fall of silver-halide consumer products and prophesied the rise of the digital camera. Despite having pioneered in the development of the first ever digital camera in 1975 by Engineer Steve Sasson, its rejection by the

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