SlideShare a Scribd company logo
1 of 40
Download to read offline
Christian Sandström holds a PhD from Chalmers
University of Technology, Sweden. He writes and speaks
 about disruptive innovation and technological change.
It is well known that Kodak was hurt badly with the
            shift from film to digital imaging.
But it is often forgotten that the problems
 started before the technological shift.
The problem was spelled Fujifilm.
Fuji had been on the rise for several decades, but
hadn’t really been a big threat in the United States.
Up until the mid 1990s, Kodak still had around 80
 percent of the US market, despite being more
               expensive than Fuji.
Towards the second half of the 1990s, this
    changed through a coincidence.
In 1997, Costco, a big US retailer, dropped Fuji
             in favour of Kodak…
Fuji suddenly had millions of film rolls that they
needed to get rid of. The company therefore dumped
   its prices to 50 percent of what Kodak cost…
The rolls were quickly sold and the new price turned
     out to be so successful that Fuji kept it…
… Causing its market share to increase
   with 60 percent very quickly…
The price war had started, and Fuji was
          now on the attack…
For more than a century, Kodak had taken
their home market for granted and suddenly
           this was not the case.
… The company had relied upon traditional and kind
     of cheesy marketing for over the years…
The history of American families had basically
      been recorded with Kodak film…
… And Kodak had
always been kind of
 sentimental in its
   marketing…
… It had worked for a century…
… Around the entire world…
No wonder Kodak got confused when
Fuji ran ads saying “pictures should be
     nostalgic, your film shouldn’t”.
Fuji’s slogan was also very forward-looking:
     ”You can see the future from here”
Many Americans now bought the
     cheaper green roll…
… Instead of the good old yellow box.
When they noticed that the result wasn’t worse,
           many stayed with Fuji.
Fuji was also highly innovative in its way of using
  seasonal campaigns, quick-hit programs and
      various tricks in order to sell more film.
Kodak responded by getting rid of its cheesy image.
And eventually
 by lowering
   prices.
And by getting rid of about 19 000 employees in
 1997 – probably the largest layoff in American
                corporate history.
The price
    cuts
eventually
  stopped
 the rapid
decline in
   market
   share.
Now Fuji had nothing to gain from the
war, and both companies now let prices
        drift up again gradually.
While prices returned for Kodak,
     market shares did not.
Through something that resembled a
 coincidence, Fuji had succeeded in
 buying market shares from Kodak.
The deal with Costco
  had looked like a
  winner, but things
turned out differently
     for Kodak…
The price war with Fuji should be regarded as an
 important explanation to why Kodak suffered so
   badly later on in the shift to digital imaging.
The company had been financially wounded before
    the digital revolution and this augmented the
           difficulties related to the shift…
… Fuji, on the other hand, had gained momentum
  and obtained resources that were vital when
developing a competitive digital camera business.
Image attributions
Sources


  cnn.com
Seattle Times
Find out more:

www.christiansandstrom.org

More Related Content

What's hot

Final ppt kodak & fuzi
Final ppt kodak & fuziFinal ppt kodak & fuzi
Final ppt kodak & fuziJIMS
 
Analysis of Kodak's reaction to digitization
Analysis of Kodak's reaction to digitization Analysis of Kodak's reaction to digitization
Analysis of Kodak's reaction to digitization Parag Deshpande
 
Polaroid case study
Polaroid case studyPolaroid case study
Polaroid case studyRbk Asr
 
Lenovo: Building a Global Brand
Lenovo: Building a Global BrandLenovo: Building a Global Brand
Lenovo: Building a Global BrandHet Mavani
 
secom : managing information security in a risky world
secom : managing information security in a risky worldsecom : managing information security in a risky world
secom : managing information security in a risky worldInderpreet Singh
 
Eastman kodak company funtime film
Eastman kodak company  funtime filmEastman kodak company  funtime film
Eastman kodak company funtime filmHitesh Kothari
 
GE case study two decade transformation Jack Welch's Leadership
GE case study two decade transformation Jack Welch's LeadershipGE case study two decade transformation Jack Welch's Leadership
GE case study two decade transformation Jack Welch's LeadershipAnkush Goel
 
The Rise and Fall of Kodak Empire
The Rise and Fall of Kodak EmpireThe Rise and Fall of Kodak Empire
The Rise and Fall of Kodak EmpireShailesh Rajput
 
Cisco System Inc. Implementing ERP
Cisco System Inc. Implementing ERPCisco System Inc. Implementing ERP
Cisco System Inc. Implementing ERPVinay Gk
 
Ibm turn around strategy
Ibm turn around strategyIbm turn around strategy
Ibm turn around strategyKaran Shah
 
Eureka Forbes Ltd.
Eureka Forbes Ltd.Eureka Forbes Ltd.
Eureka Forbes Ltd.Argha Ray
 

What's hot (20)

Final ppt kodak & fuzi
Final ppt kodak & fuziFinal ppt kodak & fuzi
Final ppt kodak & fuzi
 
Analysis of Kodak's reaction to digitization
Analysis of Kodak's reaction to digitization Analysis of Kodak's reaction to digitization
Analysis of Kodak's reaction to digitization
 
Group 7,sec-b, (mba-1) kodak
Group 7,sec-b, (mba-1) kodakGroup 7,sec-b, (mba-1) kodak
Group 7,sec-b, (mba-1) kodak
 
Kodak rev.-1
Kodak rev.-1Kodak rev.-1
Kodak rev.-1
 
Kodak
KodakKodak
Kodak
 
Esterline Technology group 4
Esterline Technology group 4Esterline Technology group 4
Esterline Technology group 4
 
Kodak case analysis
Kodak case analysisKodak case analysis
Kodak case analysis
 
Kodak strategy
Kodak strategyKodak strategy
Kodak strategy
 
London olympics 2012
London olympics 2012London olympics 2012
London olympics 2012
 
Polaroid case study
Polaroid case studyPolaroid case study
Polaroid case study
 
Lenovo: Building a Global Brand
Lenovo: Building a Global BrandLenovo: Building a Global Brand
Lenovo: Building a Global Brand
 
secom : managing information security in a risky world
secom : managing information security in a risky worldsecom : managing information security in a risky world
secom : managing information security in a risky world
 
Eastman kodak company funtime film
Eastman kodak company  funtime filmEastman kodak company  funtime film
Eastman kodak company funtime film
 
GE case study two decade transformation Jack Welch's Leadership
GE case study two decade transformation Jack Welch's LeadershipGE case study two decade transformation Jack Welch's Leadership
GE case study two decade transformation Jack Welch's Leadership
 
Rise and fall of Kodak
Rise and fall of KodakRise and fall of Kodak
Rise and fall of Kodak
 
The Rise and Fall of Kodak Empire
The Rise and Fall of Kodak EmpireThe Rise and Fall of Kodak Empire
The Rise and Fall of Kodak Empire
 
Cisco System Inc. Implementing ERP
Cisco System Inc. Implementing ERPCisco System Inc. Implementing ERP
Cisco System Inc. Implementing ERP
 
Ibm turn around strategy
Ibm turn around strategyIbm turn around strategy
Ibm turn around strategy
 
Eureka Forbes Ltd.
Eureka Forbes Ltd.Eureka Forbes Ltd.
Eureka Forbes Ltd.
 
Kodak Group 1 Ppt
Kodak Group 1 PptKodak Group 1 Ppt
Kodak Group 1 Ppt
 

Viewers also liked

Fuji’s strategy2
Fuji’s strategy2Fuji’s strategy2
Fuji’s strategy2dny2786
 
History of film photo s2011
History of film photo s2011History of film photo s2011
History of film photo s2011glowberry
 
FMCG Price War in France
FMCG Price War in FranceFMCG Price War in France
FMCG Price War in FranceIRI, INTL
 
A Strategic Game: Tesco and Asda (U.K.)
A Strategic Game: Tesco and Asda (U.K.)A Strategic Game: Tesco and Asda (U.K.)
A Strategic Game: Tesco and Asda (U.K.)David Stone
 
When a price war is an effective pricing strategy
When a price war is an effective pricing strategyWhen a price war is an effective pricing strategy
When a price war is an effective pricing strategyCynthia Kocialski
 
Price Analysis and Cost Analysis
Price Analysis and Cost AnalysisPrice Analysis and Cost Analysis
Price Analysis and Cost AnalysisTogap Siagian, CPSM
 
Price War (Rast Studimor)
Price War (Rast Studimor)Price War (Rast Studimor)
Price War (Rast Studimor)Keti Gjipali
 
Price analysis-Economics
Price analysis-Economics Price analysis-Economics
Price analysis-Economics Dinesh Kumar
 
Fujifilm and Digital Imaging
Fujifilm and Digital ImagingFujifilm and Digital Imaging
Fujifilm and Digital ImagingChris Sandström
 
Kodak Marketing Presentation
Kodak Marketing PresentationKodak Marketing Presentation
Kodak Marketing Presentationezhang43
 
A project report on analysis of the pre owned car market in hublli of true value
A project report on analysis of the pre owned car market in hublli of true valueA project report on analysis of the pre owned car market in hublli of true value
A project report on analysis of the pre owned car market in hublli of true valueBabasab Patil
 
Eastman kodak company : Funtime Case
Eastman kodak company : Funtime CaseEastman kodak company : Funtime Case
Eastman kodak company : Funtime Casesrirupgo10
 
Luxury Branding - Bentley
Luxury Branding - BentleyLuxury Branding - Bentley
Luxury Branding - BentleyJayesh Gawde
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategiesMehul Rasadiya
 

Viewers also liked (20)

Kodak vs Fuji Case
Kodak vs Fuji CaseKodak vs Fuji Case
Kodak vs Fuji Case
 
Kodak & fuji
Kodak & fujiKodak & fuji
Kodak & fuji
 
Fuji’s strategy2
Fuji’s strategy2Fuji’s strategy2
Fuji’s strategy2
 
Fuji film portfolio
Fuji film portfolioFuji film portfolio
Fuji film portfolio
 
History of film photo s2011
History of film photo s2011History of film photo s2011
History of film photo s2011
 
Case study MMC: Kodak
Case study MMC: KodakCase study MMC: Kodak
Case study MMC: Kodak
 
FMCG Price War in France
FMCG Price War in FranceFMCG Price War in France
FMCG Price War in France
 
A Strategic Game: Tesco and Asda (U.K.)
A Strategic Game: Tesco and Asda (U.K.)A Strategic Game: Tesco and Asda (U.K.)
A Strategic Game: Tesco and Asda (U.K.)
 
When a price war is an effective pricing strategy
When a price war is an effective pricing strategyWhen a price war is an effective pricing strategy
When a price war is an effective pricing strategy
 
Price Analysis and Cost Analysis
Price Analysis and Cost AnalysisPrice Analysis and Cost Analysis
Price Analysis and Cost Analysis
 
Price War (Rast Studimor)
Price War (Rast Studimor)Price War (Rast Studimor)
Price War (Rast Studimor)
 
Price analysis-Economics
Price analysis-Economics Price analysis-Economics
Price analysis-Economics
 
Price Wars
Price WarsPrice Wars
Price Wars
 
Fujifilm and Digital Imaging
Fujifilm and Digital ImagingFujifilm and Digital Imaging
Fujifilm and Digital Imaging
 
Kodak Marketing Presentation
Kodak Marketing PresentationKodak Marketing Presentation
Kodak Marketing Presentation
 
A project report on analysis of the pre owned car market in hublli of true value
A project report on analysis of the pre owned car market in hublli of true valueA project report on analysis of the pre owned car market in hublli of true value
A project report on analysis of the pre owned car market in hublli of true value
 
Eastman kodak company : Funtime Case
Eastman kodak company : Funtime CaseEastman kodak company : Funtime Case
Eastman kodak company : Funtime Case
 
Luxury Branding - Bentley
Luxury Branding - BentleyLuxury Branding - Bentley
Luxury Branding - Bentley
 
BA401 Strategic Management: KODAK
BA401 Strategic Management: KODAKBA401 Strategic Management: KODAK
BA401 Strategic Management: KODAK
 
Promotion and pricing strategies
Promotion and pricing strategiesPromotion and pricing strategies
Promotion and pricing strategies
 

Similar to The Kodak Fuji Price War

Disruptive Innovation, Kodak and digital imaging
Disruptive Innovation, Kodak and digital imagingDisruptive Innovation, Kodak and digital imaging
Disruptive Innovation, Kodak and digital imagingChris Sandström
 
ASSIGNMENT WHY KODAK FAILED-converted.pptx
ASSIGNMENT WHY KODAK FAILED-converted.pptxASSIGNMENT WHY KODAK FAILED-converted.pptx
ASSIGNMENT WHY KODAK FAILED-converted.pptxengrix
 
Next slides are the outlineDetermine each one is low or modera.docx
Next slides are the outlineDetermine each one is low or modera.docxNext slides are the outlineDetermine each one is low or modera.docx
Next slides are the outlineDetermine each one is low or modera.docxcurwenmichaela
 
Disruptive Innovation and the Camera Industry
Disruptive Innovation and the Camera IndustryDisruptive Innovation and the Camera Industry
Disruptive Innovation and the Camera IndustryChris Sandström
 
Kodak BSP EMBA 75
Kodak BSP EMBA 75Kodak BSP EMBA 75
Kodak BSP EMBA 75rova1976
 
When Digital Imaging displaced Kodak Film
When Digital Imaging displaced Kodak FilmWhen Digital Imaging displaced Kodak Film
When Digital Imaging displaced Kodak FilmChris Sandström
 
How Did George Eastman Impacted Society
How Did George Eastman Impacted SocietyHow Did George Eastman Impacted Society
How Did George Eastman Impacted SocietyAngela Hays
 
Disruptive Innovation And The Bankruptcy Of Polaroid
Disruptive Innovation And The Bankruptcy Of PolaroidDisruptive Innovation And The Bankruptcy Of Polaroid
Disruptive Innovation And The Bankruptcy Of PolaroidChris Sandström
 
Digital Imaging and Kodak's Strategic Mistake
Digital Imaging and Kodak's Strategic MistakeDigital Imaging and Kodak's Strategic Mistake
Digital Imaging and Kodak's Strategic MistakeChris Sandström
 
Hollywood narrative
Hollywood narrativeHollywood narrative
Hollywood narrativesssfcmedia
 
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptx
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptxRise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptx
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptxtn456997
 
Presentation 1.pptx
Presentation 1.pptxPresentation 1.pptx
Presentation 1.pptxAARAVANAND14
 

Similar to The Kodak Fuji Price War (20)

Kodak 1
Kodak 1Kodak 1
Kodak 1
 
Disruptive Innovation, Kodak and digital imaging
Disruptive Innovation, Kodak and digital imagingDisruptive Innovation, Kodak and digital imaging
Disruptive Innovation, Kodak and digital imaging
 
ASSIGNMENT WHY KODAK FAILED-converted.pptx
ASSIGNMENT WHY KODAK FAILED-converted.pptxASSIGNMENT WHY KODAK FAILED-converted.pptx
ASSIGNMENT WHY KODAK FAILED-converted.pptx
 
Kodak
KodakKodak
Kodak
 
Kodak full
Kodak fullKodak full
Kodak full
 
Next slides are the outlineDetermine each one is low or modera.docx
Next slides are the outlineDetermine each one is low or modera.docxNext slides are the outlineDetermine each one is low or modera.docx
Next slides are the outlineDetermine each one is low or modera.docx
 
Disruptive Innovation and the Camera Industry
Disruptive Innovation and the Camera IndustryDisruptive Innovation and the Camera Industry
Disruptive Innovation and the Camera Industry
 
IMC Campaign
IMC Campaign IMC Campaign
IMC Campaign
 
Kodak BSP EMBA 75
Kodak BSP EMBA 75Kodak BSP EMBA 75
Kodak BSP EMBA 75
 
When Digital Imaging displaced Kodak Film
When Digital Imaging displaced Kodak FilmWhen Digital Imaging displaced Kodak Film
When Digital Imaging displaced Kodak Film
 
How Did George Eastman Impacted Society
How Did George Eastman Impacted SocietyHow Did George Eastman Impacted Society
How Did George Eastman Impacted Society
 
Kodak Case
Kodak CaseKodak Case
Kodak Case
 
Disruptive Innovation And The Bankruptcy Of Polaroid
Disruptive Innovation And The Bankruptcy Of PolaroidDisruptive Innovation And The Bankruptcy Of Polaroid
Disruptive Innovation And The Bankruptcy Of Polaroid
 
Digital Imaging and Kodak's Strategic Mistake
Digital Imaging and Kodak's Strategic MistakeDigital Imaging and Kodak's Strategic Mistake
Digital Imaging and Kodak's Strategic Mistake
 
KODAK PPT.pptx
KODAK PPT.pptxKODAK PPT.pptx
KODAK PPT.pptx
 
The 2 Kodak Disruptions
The 2 Kodak DisruptionsThe 2 Kodak Disruptions
The 2 Kodak Disruptions
 
Hollywood narrative
Hollywood narrativeHollywood narrative
Hollywood narrative
 
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptx
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptxRise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptx
Rise-and-Fall-of-Kodak-A-Photographic-Journey (1).pptx
 
Presentation 1.pptx
Presentation 1.pptxPresentation 1.pptx
Presentation 1.pptx
 
What Went Wrong.pptx
What Went Wrong.pptxWhat Went Wrong.pptx
What Went Wrong.pptx
 

More from Chris Sandström

Smartphones and Nokia's decline
Smartphones and Nokia's declineSmartphones and Nokia's decline
Smartphones and Nokia's declineChris Sandström
 
Disruptive innovation, smartphones and the decline of Nokia
Disruptive innovation, smartphones and the decline of NokiaDisruptive innovation, smartphones and the decline of Nokia
Disruptive innovation, smartphones and the decline of NokiaChris Sandström
 
Technology sailing effects
Technology sailing effectsTechnology sailing effects
Technology sailing effectsChris Sandström
 
Electronics and the swiss watch industry
Electronics and the swiss watch industryElectronics and the swiss watch industry
Electronics and the swiss watch industryChris Sandström
 
Ph d dissertation christian sandström
Ph d dissertation christian sandströmPh d dissertation christian sandström
Ph d dissertation christian sandströmChris Sandström
 
5 Examples Of Disruptive Innovation
5 Examples Of Disruptive Innovation5 Examples Of Disruptive Innovation
5 Examples Of Disruptive InnovationChris Sandström
 
Is IP Video a Disruptive Technology?
Is IP Video a Disruptive Technology?Is IP Video a Disruptive Technology?
Is IP Video a Disruptive Technology?Chris Sandström
 
Schumpeter and the Creative Destruction of Photography
Schumpeter and the Creative Destruction of PhotographySchumpeter and the Creative Destruction of Photography
Schumpeter and the Creative Destruction of PhotographyChris Sandström
 
Robert Noyce Quotes On Leadership And Innovation
Robert Noyce Quotes On Leadership And InnovationRobert Noyce Quotes On Leadership And Innovation
Robert Noyce Quotes On Leadership And InnovationChris Sandström
 
Hasselblad and the End of Compatibility
Hasselblad and the End of CompatibilityHasselblad and the End of Compatibility
Hasselblad and the End of CompatibilityChris Sandström
 
Pelco Surveillance in Trouble
Pelco Surveillance in TroublePelco Surveillance in Trouble
Pelco Surveillance in TroubleChris Sandström
 
(In Swedish) Årets julklapp 1990-2009
(In Swedish) Årets julklapp 1990-2009(In Swedish) Årets julklapp 1990-2009
(In Swedish) Årets julklapp 1990-2009Chris Sandström
 
Medium Format Photography in decline
Medium Format Photography in declineMedium Format Photography in decline
Medium Format Photography in declineChris Sandström
 
Roxette And The Digital Joyride
Roxette And The Digital JoyrideRoxette And The Digital Joyride
Roxette And The Digital JoyrideChris Sandström
 
Kodak Humor and Digital Imaging
Kodak Humor and Digital ImagingKodak Humor and Digital Imaging
Kodak Humor and Digital ImagingChris Sandström
 
Kodak, Bureaucracy and Digital Imaging
Kodak, Bureaucracy and Digital ImagingKodak, Bureaucracy and Digital Imaging
Kodak, Bureaucracy and Digital ImagingChris Sandström
 

More from Chris Sandström (20)

Smartphones and Nokia's decline
Smartphones and Nokia's declineSmartphones and Nokia's decline
Smartphones and Nokia's decline
 
Disruptive innovation, smartphones and the decline of Nokia
Disruptive innovation, smartphones and the decline of NokiaDisruptive innovation, smartphones and the decline of Nokia
Disruptive innovation, smartphones and the decline of Nokia
 
Technology overshooting
Technology overshootingTechnology overshooting
Technology overshooting
 
Technology sailing effects
Technology sailing effectsTechnology sailing effects
Technology sailing effects
 
Technology S-curves
Technology S-curvesTechnology S-curves
Technology S-curves
 
The great calculator war
The great calculator warThe great calculator war
The great calculator war
 
Electronics and the swiss watch industry
Electronics and the swiss watch industryElectronics and the swiss watch industry
Electronics and the swiss watch industry
 
Ph d dissertation christian sandström
Ph d dissertation christian sandströmPh d dissertation christian sandström
Ph d dissertation christian sandström
 
5 Examples Of Disruptive Innovation
5 Examples Of Disruptive Innovation5 Examples Of Disruptive Innovation
5 Examples Of Disruptive Innovation
 
Is IP Video a Disruptive Technology?
Is IP Video a Disruptive Technology?Is IP Video a Disruptive Technology?
Is IP Video a Disruptive Technology?
 
Schumpeter and the Creative Destruction of Photography
Schumpeter and the Creative Destruction of PhotographySchumpeter and the Creative Destruction of Photography
Schumpeter and the Creative Destruction of Photography
 
Robert Noyce Quotes On Leadership And Innovation
Robert Noyce Quotes On Leadership And InnovationRobert Noyce Quotes On Leadership And Innovation
Robert Noyce Quotes On Leadership And Innovation
 
Hasselblad and the End of Compatibility
Hasselblad and the End of CompatibilityHasselblad and the End of Compatibility
Hasselblad and the End of Compatibility
 
Pelco Surveillance in Trouble
Pelco Surveillance in TroublePelco Surveillance in Trouble
Pelco Surveillance in Trouble
 
(In Swedish) Årets julklapp 1990-2009
(In Swedish) Årets julklapp 1990-2009(In Swedish) Årets julklapp 1990-2009
(In Swedish) Årets julklapp 1990-2009
 
Medium Format Photography in decline
Medium Format Photography in declineMedium Format Photography in decline
Medium Format Photography in decline
 
Roxette And The Digital Joyride
Roxette And The Digital JoyrideRoxette And The Digital Joyride
Roxette And The Digital Joyride
 
Kodak Humor and Digital Imaging
Kodak Humor and Digital ImagingKodak Humor and Digital Imaging
Kodak Humor and Digital Imaging
 
Kodak, Bureaucracy and Digital Imaging
Kodak, Bureaucracy and Digital ImagingKodak, Bureaucracy and Digital Imaging
Kodak, Bureaucracy and Digital Imaging
 
Kodak Bottleneck
Kodak BottleneckKodak Bottleneck
Kodak Bottleneck
 

Recently uploaded

DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhi
DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| DelhiDELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhi
DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhidelhimunirka444
 
AaliyahBell_themist_v01.pdf .
AaliyahBell_themist_v01.pdf             .AaliyahBell_themist_v01.pdf             .
AaliyahBell_themist_v01.pdf .AaliyahB2
 
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | DelhiFULL NIGHT — 9999894380 Call Girls In Uttam Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | DelhiSaketCallGirlsCallUs
 
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls Agency
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls AgencyHire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls Agency
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls AgencyNitya salvi
 
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | Delhi
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | DelhiFULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | Delhi
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | DelhiSaketCallGirlsCallUs
 
Completed Event Presentation for Huma 1305
Completed Event Presentation for Huma 1305Completed Event Presentation for Huma 1305
Completed Event Presentation for Huma 1305jazlynjacobs51
 
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | Delhi
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | DelhiFULL NIGHT — 9999894380 Call Girls In Jasola Vihar | Delhi
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | DelhiSaketCallGirlsCallUs
 
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112Nitya salvi
 
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Availabledollysharma2066
 
Call Girls in Sakinaka 9892124323, Vashi CAll Girls Call girls Services, Che...
Call Girls in Sakinaka  9892124323, Vashi CAll Girls Call girls Services, Che...Call Girls in Sakinaka  9892124323, Vashi CAll Girls Call girls Services, Che...
Call Girls in Sakinaka 9892124323, Vashi CAll Girls Call girls Services, Che...Pooja Nehwal
 
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.Nitya salvi
 
Barasat call girls 📞 8617697112 At Low Cost Cash Payment Booking
Barasat call girls 📞 8617697112 At Low Cost Cash Payment BookingBarasat call girls 📞 8617697112 At Low Cost Cash Payment Booking
Barasat call girls 📞 8617697112 At Low Cost Cash Payment BookingNitya salvi
 
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | DelhiFULL NIGHT — 9999894380 Call Girls In Patel Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | DelhiSaketCallGirlsCallUs
 
architect Hassan Khalil portfolio Year 2024
architect Hassan Khalil portfolio  Year 2024architect Hassan Khalil portfolio  Year 2024
architect Hassan Khalil portfolio Year 2024hassan khalil
 
FULL NIGHT — 9999894380 Call Girls In Delhi | Delhi
FULL NIGHT — 9999894380 Call Girls In Delhi | DelhiFULL NIGHT — 9999894380 Call Girls In Delhi | Delhi
FULL NIGHT — 9999894380 Call Girls In Delhi | DelhiSaketCallGirlsCallUs
 
FULL NIGHT — 9999894380 Call Girls In Saket | Delhi
FULL NIGHT — 9999894380 Call Girls In Saket | DelhiFULL NIGHT — 9999894380 Call Girls In Saket | Delhi
FULL NIGHT — 9999894380 Call Girls In Saket | DelhiSaketCallGirlsCallUs
 

Recently uploaded (20)

DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhi
DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| DelhiDELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhi
DELHI NCR —@9711106444 Call Girls In Majnu Ka Tilla (MT)| Delhi
 
AaliyahBell_themist_v01.pdf .
AaliyahBell_themist_v01.pdf             .AaliyahBell_themist_v01.pdf             .
AaliyahBell_themist_v01.pdf .
 
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | DelhiFULL NIGHT — 9999894380 Call Girls In Uttam Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Uttam Nagar | Delhi
 
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls Agency
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls AgencyHire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls Agency
Hire 💕 8617370543 Mumbai Suburban Call Girls Service Call Girls Agency
 
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | Delhi
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | DelhiFULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | Delhi
FULL NIGHT — 9999894380 Call Girls In Shivaji Enclave | Delhi
 
Dubai Call Girls Service # +971588046679 # Call Girls Service In Dubai # (UAE)
Dubai Call Girls Service # +971588046679 # Call Girls Service In Dubai # (UAE)Dubai Call Girls Service # +971588046679 # Call Girls Service In Dubai # (UAE)
Dubai Call Girls Service # +971588046679 # Call Girls Service In Dubai # (UAE)
 
Completed Event Presentation for Huma 1305
Completed Event Presentation for Huma 1305Completed Event Presentation for Huma 1305
Completed Event Presentation for Huma 1305
 
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | Delhi
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | DelhiFULL NIGHT — 9999894380 Call Girls In Jasola Vihar | Delhi
FULL NIGHT — 9999894380 Call Girls In Jasola Vihar | Delhi
 
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112
VIP Ramnagar Call Girls, Ramnagar escorts Girls 📞 8617697112
 
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
8377087607, Door Step Call Girls In Kalkaji (Locanto) 24/7 Available
 
Dubai Call Girl Number # 0522916705 # Call Girl Number In Dubai # (UAE)
Dubai Call Girl Number # 0522916705 # Call Girl Number In Dubai # (UAE)Dubai Call Girl Number # 0522916705 # Call Girl Number In Dubai # (UAE)
Dubai Call Girl Number # 0522916705 # Call Girl Number In Dubai # (UAE)
 
(NEHA) Call Girls Mumbai Call Now 8250077686 Mumbai Escorts 24x7
(NEHA) Call Girls Mumbai Call Now 8250077686 Mumbai Escorts 24x7(NEHA) Call Girls Mumbai Call Now 8250077686 Mumbai Escorts 24x7
(NEHA) Call Girls Mumbai Call Now 8250077686 Mumbai Escorts 24x7
 
Call Girls in Sakinaka 9892124323, Vashi CAll Girls Call girls Services, Che...
Call Girls in Sakinaka  9892124323, Vashi CAll Girls Call girls Services, Che...Call Girls in Sakinaka  9892124323, Vashi CAll Girls Call girls Services, Che...
Call Girls in Sakinaka 9892124323, Vashi CAll Girls Call girls Services, Che...
 
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.
❤Personal Whatsapp Srinagar Srinagar Call Girls 8617697112 💦✅.
 
Barasat call girls 📞 8617697112 At Low Cost Cash Payment Booking
Barasat call girls 📞 8617697112 At Low Cost Cash Payment BookingBarasat call girls 📞 8617697112 At Low Cost Cash Payment Booking
Barasat call girls 📞 8617697112 At Low Cost Cash Payment Booking
 
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | DelhiFULL NIGHT — 9999894380 Call Girls In Patel Nagar | Delhi
FULL NIGHT — 9999894380 Call Girls In Patel Nagar | Delhi
 
architect Hassan Khalil portfolio Year 2024
architect Hassan Khalil portfolio  Year 2024architect Hassan Khalil portfolio  Year 2024
architect Hassan Khalil portfolio Year 2024
 
Massage And Sex Call Girls In Chandigarh 9053900678 Chandigarh Call Girls
Massage And Sex Call Girls In Chandigarh 9053900678 Chandigarh Call GirlsMassage And Sex Call Girls In Chandigarh 9053900678 Chandigarh Call Girls
Massage And Sex Call Girls In Chandigarh 9053900678 Chandigarh Call Girls
 
FULL NIGHT — 9999894380 Call Girls In Delhi | Delhi
FULL NIGHT — 9999894380 Call Girls In Delhi | DelhiFULL NIGHT — 9999894380 Call Girls In Delhi | Delhi
FULL NIGHT — 9999894380 Call Girls In Delhi | Delhi
 
FULL NIGHT — 9999894380 Call Girls In Saket | Delhi
FULL NIGHT — 9999894380 Call Girls In Saket | DelhiFULL NIGHT — 9999894380 Call Girls In Saket | Delhi
FULL NIGHT — 9999894380 Call Girls In Saket | Delhi
 

The Kodak Fuji Price War

  • 1.
  • 2. Christian Sandström holds a PhD from Chalmers University of Technology, Sweden. He writes and speaks about disruptive innovation and technological change.
  • 3. It is well known that Kodak was hurt badly with the shift from film to digital imaging.
  • 4. But it is often forgotten that the problems started before the technological shift.
  • 5. The problem was spelled Fujifilm.
  • 6. Fuji had been on the rise for several decades, but hadn’t really been a big threat in the United States.
  • 7. Up until the mid 1990s, Kodak still had around 80 percent of the US market, despite being more expensive than Fuji.
  • 8. Towards the second half of the 1990s, this changed through a coincidence.
  • 9. In 1997, Costco, a big US retailer, dropped Fuji in favour of Kodak…
  • 10. Fuji suddenly had millions of film rolls that they needed to get rid of. The company therefore dumped its prices to 50 percent of what Kodak cost…
  • 11. The rolls were quickly sold and the new price turned out to be so successful that Fuji kept it…
  • 12. … Causing its market share to increase with 60 percent very quickly…
  • 13. The price war had started, and Fuji was now on the attack…
  • 14. For more than a century, Kodak had taken their home market for granted and suddenly this was not the case.
  • 15. … The company had relied upon traditional and kind of cheesy marketing for over the years…
  • 16. The history of American families had basically been recorded with Kodak film…
  • 17.
  • 18. … And Kodak had always been kind of sentimental in its marketing…
  • 19. … It had worked for a century…
  • 20. … Around the entire world…
  • 21. No wonder Kodak got confused when Fuji ran ads saying “pictures should be nostalgic, your film shouldn’t”.
  • 22. Fuji’s slogan was also very forward-looking: ”You can see the future from here”
  • 23. Many Americans now bought the cheaper green roll…
  • 24. … Instead of the good old yellow box.
  • 25. When they noticed that the result wasn’t worse, many stayed with Fuji.
  • 26. Fuji was also highly innovative in its way of using seasonal campaigns, quick-hit programs and various tricks in order to sell more film.
  • 27. Kodak responded by getting rid of its cheesy image.
  • 28. And eventually by lowering prices.
  • 29. And by getting rid of about 19 000 employees in 1997 – probably the largest layoff in American corporate history.
  • 30. The price cuts eventually stopped the rapid decline in market share.
  • 31. Now Fuji had nothing to gain from the war, and both companies now let prices drift up again gradually.
  • 32. While prices returned for Kodak, market shares did not.
  • 33. Through something that resembled a coincidence, Fuji had succeeded in buying market shares from Kodak.
  • 34. The deal with Costco had looked like a winner, but things turned out differently for Kodak…
  • 35. The price war with Fuji should be regarded as an important explanation to why Kodak suffered so badly later on in the shift to digital imaging.
  • 36. The company had been financially wounded before the digital revolution and this augmented the difficulties related to the shift…
  • 37. … Fuji, on the other hand, had gained momentum and obtained resources that were vital when developing a competitive digital camera business.