Kodak gets back in the picture: Bad times now just like a faded photo

Abstract

Purpose

To summarize some of the recent literature which has focused on the Eastman Kodak Company.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Reports of Kodak's death as a big player in the photography business turned out to be somewhat exaggerated. However, things might have been different, and the predictions of terminal decline might have proved to be correct, if the company had not woken itself up and become fit enough not just to compete in the digital camera business, but also to be a winner.

Originality/value

Presents the experiences of Eastman Kodak, which has fought back from a position of vulnerability in the competitive digital camera market, to one approaching market leadership, from which other companies can learn.

Citation

(2005), "Kodak gets back in the picture: Bad times now just like a faded photo", Strategic Direction, Vol. 21 No. 3, pp. 24-26. https://doi.org/10.1108/02580540510584832