디지털 카메라 시장의 Kodak 경영 사례(영문)
분야
docxa. The relevance between Popular needs and Market competitiveness
b. It was also important to compete with Fuji in film market.
c. Managing companies vertically and not separating two parts, film and digital
d. Excessive investing budget only to one part.
2. Kodak indeed began having good technological success in digital cameras, but mostly it pushed the Photo CD. How can we explain why a company with leading-edge digital imaging technology and an array of digital products got fixated on Photo CD?
a. Kodak wants to maintain the “horizontal company” and the “network and consumables”-based on business model.
b. Kodak predicted digital imaging technology progress slowly.
c. Kodak expected Photo CD would spread fast.
c. Managing companies vertically and not separating two parts, film and digital
Kodak should have separated two parts, film and digital. But Kodak has stuck to manage all parts by one part. We think outsourcing is very extreme action but it could manage two parts with separating two parts.
As the above graph, Kodak seemed to misunderstand the time for digital to win film. It should have maintained its status in film market and researched digital continuously until digital wins film.
d. Excessive investing budget only to one part.
After releasing Sony’s Mavica, Kodak took over four companies and invested $5 billion. We don’t know exactly from the paper why it did, but we guess it intended to research technologies about a digital camera to catch up Sony.
But Kodak’s choice was wrong because it spent excessive budget and intended to manage companies vertically. As they had had a successive experience about a color film, a board of Kodak thought a sector of digital camera easily. It invented much budget to color films and succeed, so it thought that the same way would help to digital cameras.
2. Kodak indeed began having good technological success in digital cameras, but mostly it pushed the Photo CD. How can we explain why a company with leading-edge digital imaging technology and an array of digital products got fixated on Photo CD?
