The Kodak - Fuji Rivalry

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:			Price:
Case Code	:	BSTR037	Electronic Format: Rs. 300; Courier (within India):Rs. 25 Extra Themes International Business
Case Length	:	10 Pages
Period	:	1998 - 2002
Organization	:	Eastman Kodak Company, Fuji Photo Film
Pub Date	:	2002
Teaching Note	:	Available
Countries	:	USA
Industry	:	Photo films

Abstract:

The case discusses the strategies adopted by Kodak and Fuji to gain global market share in the photographic film and paper industry.

The case examines in detail the strategies adopted by Fuji in the US and Kodak in Japan. It explains how Fuji was successful in building a significant presence in the US while Kodak failed to do so in Japan.

The case also discusses the dispute and court battles between the two companies.

Issues:

» Understand the objectives and methods and strategies adopted by a multinational corporation while trying to enter and expand in an international market