柯达百年历程案例分析

Eastman Kodak Company
PERFORMANCE OUTCOMES
Two main criticisms of Whitmore’s strategy : lack of focus and inadequate attention to cost cutting The effectiveness of Kodak’s digital strategy had been undermined by a lack of integration between Kodak’s different digital products and projects, and by spreading its resources too thinly.
changes
Decentralize and increase profit orientation
Divisions were subdivided into business units with clear bottomline responsibilities
Internal venturing fund that supported new business proposals
Eastman Kodak Company
ORGANIZATIONAL CHANGES AND PERFORMANCE OUTCOMES
Cut employee 136,500 to 110,000 Lifetime employment Falling profits Old characteristics: Centralized Bureaucratic slow-moving risk averse
TWO MAIN AREAS: IMAGING AND LIFE SCIENCES
1976 Kodak developed digital camera technology, and used it for aerospace field. 1983 Kodak became a leader in image storage and retrieval systems. 1984 Kodak established its Life Sciences Division. 1985 Acquired Eikonix Corp. gave Kodak a leading position in commercial digital imaging systems that scanned, edited and prepared images for printing. 1986 Kodak developed the world’s first electronic image sensor with 1.4 million pixels . Kodak’s electronic sales amounted to a little under 5 percent of total sales in 1984, and increased modestly throughout the 1980s. Most sales of imaging and image processing products were primarily to the commercial sector---especially to publishing and printing.
Eastman Kodak Company
In 1888,the company developed the first fully portable camera which made photograph more popular among amateurs. With the two products(film and camera),and the processes to develop and print the new film , photograph became a leisure activity for the masses. The company changed its name to the Eastman Kodak Company and was incorporated on October 24, 1901. Eastman remained chairman until his death in 1932, during which period Eastman Kodak came to dominate the world market for photographic film, photographic paper and chemicals, and low-cost cameras.
Kodak
Kodak
Eastman Kodak Company Transition Crisis of Kodak’s bankruptcy
2012-8-29
Eastman Kodak Company
BEGININGS
In 1880 ,when George Eastman was a bank clerk he started to use his invention patent technology to manufacture photography dry version and made a huge success. This is the predecessor of Eastman Kodak company.
Eastman began the commercial of a new type of dry photographic plate in 1881 and established the Eastman Dry Plate Company(伊士曼干版公司).
The company invented the film(胶卷) in 1883 which brought the revolutionary change to the photograph industry.
THE 1980s:THE STORM CLOUDS AND NEW HORIZONS
By the end of the 1970s, a series of new challenges and market reversals were eroding Kodak’s dominance of the world photographic market: In cameras, Kodak’s leadership in amateur cameras was undermined by the rise of the Japanese camera industry. In films, Japanese competition was a growing problem as Fuji Photo Film Company stepped on to the world stage. Fuji’s combination of cost leadership, high quality, and market aggressiveness forced Kodak to retaliate through price cuts and bigger advertising budgets, severely denting Kodak’s presence in Kodak’s margins. In instant photograph, Kodak was held up by a protracted patent suit that was ultimately settled in 1986 when Kodak was forced into a humiliating withdrawal. Several of Kodak’s other innovations were also unsuccessful, most notably the disk camera introduced in 1982.
Eastman Kodak Company
THE GEORGE FISHER ERA, 1993-2000
George Fisher------the primary architectwk.baidu.comof Kodak’s push into digital imaging
Refocusing on Imaging:
Eastman Kodak Company
Eastman established seven basic business principles for Kodak which is still the company’s guiding principles: Mass production at low cost International distribution Extensive advertising A focus on the customer Fostering growth and development through continuing research Treating employees in a fair, self-respecting way Reinvesting profits to build and extend the business
Eastman Kodak Company
Digital Imaging Strategy: create greater coherence among Kodak’s multiple digital projects
AN INCREMENTAL APPROACH
During the 1990s, digital cameras achieved only limited market penetration; the vast majority of photographic images were still captured on traditional film. Central to Kodak’s strategy was a hybrid approach where Kodak introduced those aspects of digital imaging that could offer truly enhanced functionality for users. Kodak recognized that image capture would continue to be dominated by traditional film for some time—digital cameras did not offer the same sharpness of resolution as conventional photography.
Eastman Kodak Company
Colby Chandler (Chairman and CEO) and Kay Whitmore (President)
Under the guidance of these two executives, Kodak embarked upon a decade of diversification and technology-driven business development.
1994 the divestment of all healthcare businesses(other than medical imaging) was announced, the most important being the Sterling Winthrop pharmaceutical company. The intention of the divestments was to enable Kodak to focus all of its resources on its core imaging business.