Kodak was once a dominant leader in photography, controlling 90% of the film and 85% of camera sales in America by 1976 and rated as one of the most valuable brands. However, Kodak failed to transition to digital photography in time, remaining focused on its traditional film business instead of innovating. As digital cameras became popular, Kodak's film-based business declined and it eventually had to declare bankruptcy in 2012 due to its unwillingness to change and late move toward the new digital market.

1. Kodak Failed
Kodak Case study

2. › Kodak was the Google of its day.
› Founded in 1880, it was known for its pioneering
technology and innovative marketing.
› “You press the button, we do the rest,” was its slogan in
1888.
Kodak – The Demise

3. Kodak – The Demise

4. Kodak – The Demise

5. Kodak – The Demise
By 1976 Kodak accounted
film Camera
• By 1976 Kodak accounted
for 90% of film and 85%
of camera sales in
America
• Until the 1990s it was
regularly rated one of the
world's five most valuable
brands

6. Kodak – The Demise

7. KODAK – THE
DEMISE
Reason for failure
Late mover toward digital photography
Lake of market research
Innovation and transformation failure
Unwillingness to change

8. KODAK – THE
DEMISE
Kodak stayed closer to its
core businesses in film and
photographic chemicals.