Abstract

The growth of digital cameras had a significant impact on the photographic film business of US based Eastman Kodak. The case gives a detailed account of the efforts of Eastman Kodak to transform itself from traditional photographic film-making company to digital business. The case discusses the growth of digital cameras and how Kodak struggled to balance its traditional film and camera business and digital camera business. It discusses the restructuring strategy announced by Kodak in late 2003 to cope with the shrinking film business and ends with analysts views on the future of Kodak.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Kodak’s foray into digital business
• Organization’s response towards changes in business environment.

Keywords

Kodak Corporation, Photographic Films and Equipments, Digital Cameras, External Business Environment, Innovation, Picture Maker kiosks, Digital imaging, Cannibalization, Restructuring