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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Entry and expansion strategies of MNCs in overseas markets.

Keywords

Strategies, Kodak, Fuji, global market share, photographic film, paper industry, US, Kodak, Japan, Case study, Business Strategy