Business and Management

Fujifilm and Kodak

Paper instructions:

Access articles about the history, business approaches, management, and marketing of Eastman Kodak and Fujifilm. Eastman Kodak has been a developer and pioneer of photographic films for over 130 years. Although it invented the digital camera, the company was unprepared for the rapid changes in new technologies and filed for bankruptcy protection in January 2012. Fujifilm, a Japanese competitor, on the other hand, has been successful in the U.S. and global markets.

1. Describe the history and core business of each company.

2. Compare and contrast the approach to management that each company has pursued in order to embrace innovation.

3. Determine what other management differences have impacted the relative success of Kodak and Fujifilm. Provide specific examples to support your response.

4. Evaluate each company’s approach to ethics and social responsibility and the impact those approaches have had on each company’s profitability.

5. Discuss the extent to which management of both companies adapted to changing market conditions.

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