The Kodak Story
• Kodak was founded in the late 1880s, became a giant in the
photography industry in the 1970s and filed for bankruptcy in 2012.
• For almost a hundred years, Kodak was at the forefront of
photography with dozens of innovations and inventions, making this
art accessible to the consumer.
The Kodak Story
1975 — Steve Sasson, an engineer at Kodak invented the digital camera.
1976 — Kodak became so dominant, they practically pushed their competitors off
the market –
Cameras: 85% market share, Film: 90% market share
1981 — Sales top $10 billion.
The late 1980s — The rise of digital photography with analogue cameras sales
decreasing and digital camera sales increasing.
1984 — Customers switched from Kodak to Fuji because the Japanese colour film
was 20% cheaper than Kodak’s.
1991- Kodak’s first digital camera.
1991–2011- Kodak released various digital products, but sales kept falling.
2012 — Kodak filed for bankruptcy
The Kodak Story ….
• The Industry’s Turning Point — Phase 1 — Photography Going Digital
• The Industry’s Turning Point — Phase 2 — Photography Going from
Digital to Social
The Kodak Story…
• Many years before Facebook, Kodak made a surprise business move
and acquired a photo-sharing site called Ofoto in
2001. Unfortunately, instead of going the Instagram way, Kodak used
Ofoto to try to get more people to print digital images.
• In 2012, when Kodak was filing for bankruptcy, Facebook was
acquiring Instagram, the new hot photo-sharing social network for $1
The Kodak Story….
• What you can learn from Kodak’s demise:
• Transform the way you view strategy, business models and innovation
• Be prepared to shift from protecting your company’s competitive
advantages to making change radical and revolutionary;
• To avoid complacency ensure that your innovators have a voice with
enough volume to be heard (and listened to) at the top;
• Adopt agility as an organisational strategy for development.
So…. Revisiting The Concept of Core
A core competency is a concept in
management theory introduced by C. K.
Prahalad and Gary Hamel.
It can be defined as "a harmonized
combination of multiple resources and
skills that distinguish a firm in the
marketplace" and therefore are the
foundation of companies'
Four Elements of Core Competencies
The Core Competence Model focuses on a combination of specific,
collaborative, integrated and applied knowledge, skills and attitude.
Three Conditions for qualifying as CC
#1 It Should Provide superior value or benefits to the consumer
#2 It should be difficult for competitor to replicate or imitate it
#3 It should be rare
Think and Explain
• In 1903, out of a small shed in Milwaukee,
Wisconsin, four young men lit a cultural
wildfire that would grow and spread across
geographies and generations.
• Their innovation and imagination for what was
possible on two wheels sparked a transportation
revolution and lifestyle that would make Harley-
Davidson the most desirable motorcycle
brand in the world.
• Today, we continue to define motorcycle culture
and lifestyle, evoking soul-stirring
emotion reflected in every product and
experience we deliver - like we have for well over a
century and will for generations to come.
On A Mission
More than building machines, we
stand for the timeless pursuit of
adventure. Freedom for the soul
Building our legend
and leading our
The Strategic Plan – The Hardwire
• The Hardwire is Harley-Davidson’s 2021-2025 strategic plan
guided by our mission and vision.
• Our plan is targeting long-term profitable growth through
focused efforts that extend and strengthen our brand and drive
value for all stakeholders.
• The Hardwire is designed to enhance the desirability of Harley-
Davidson and fuel our unique lifestyle brand. Our efforts will
unlock the potential of the most important products, segments
• This includes growth in our complementary businesses and
selective expansion into segments where we have a path to
• OUR CULTURE: H-D#1
• We are redefining our culture to reignite the company’s soul and
• We are calling our cultural journey “H-D#1” represented by our
recognizable #1 logo, introduced in 1969 to celebrate a National
• The #1 logo is uniquely ours - an iconic symbol of winning and the
hard work it takes to get there.
• Our employees and dealers are rallying around ten H-D#1
leadership principles to become a winning, high-performing company
THE H-D#1 LEADERSHIP PRINCIPLES
• Communication - Communicate with purpose, structure, facts and inspiration
• Agility - Accelerate, innovate and thrive in a rapidly changing environment
• Impact - Focus on impact, not process, and be outcome driven
• Simplicity - Pursue the simplest path to achieve each outcome
• Speed - Don’t let perfection get in the way of process and pace
• Culture - Be fair, honest, positive and creative. Strive to win and have fun.
• Courage -Take risks and go against the norm
• Judgment -Think strategically and make informed decisions
• Focus - Focus on a short list of meaningful opportunities that build desirability
• Lean - Maximize impact with limited resources
Quality & Styling
Innovation Resource from
Emotional Connect with Product
To Conclude …….The Curious Case
• It’s difficult to acquire a core competence.
• Even more difficult to identify the mix that leads to CC
• But once identified …….
• It is the cause of competitive advantage
• So Core Competence should be at the heart of Strategy
• However to make it a source of Sustained Competitive Strategy ,
organizations need also to be agile, improving, innovating, take
appropriate risks or in short be learning organizations.