1. Company orientation
Eastman Kodak has four business segments such as - Photography, Health Imaging, Commercial Imaging, and Components Group (Bookrags, 2006). In the year 1988 Kodak launched its first camera for the consumer. The main objective of Kodak is to make the photography simple and easy for everyone. Kodak has variety of applications for leisure, commercial, entertainment and scientific sectors. In the year 1990 – 1991 Kodak introduced digital camera in the market. In several time intervals Kodak develops many imaging products like - Kodak Royal Gold Film, One-time-use Kodak Fun Saver Panoramic 35 Camera, The Kodak DC20 Digital Camera, pocket-sized digital cameras, Easyshare LS633 digital camera, Kodak Easyshare V570 Dual Lens Digital Camera, Kodak Photo CD Player, Kodak Dryview 8600 Laser Imaging System for mammography, The Kodak XL 7700 Digital Continuous Tone Printer, Kodak sold its digital printer, copier/duplicator, Kodak OLED display outshines, Easyshare printer dock 6000, Kodak Scanner. Kodak Easyshare Digital camera ranked highest customer satisfaction in the year 2004. Initially Kodak was involved with developing, manufacturing and marketing traditional and digital imaging products. According to the growing market and changing trend in photography Kodak started introducing latest technologies to combine images and information for improve communication for people and businesses (Kodak corporate n.d.).
Organizations orientation can be differentiate in four ways firstly Production orientation which focuses on production efficiency, Marketing orientation in this case products are developed according to the customer needs, Product orientation is developing products with good quality, performance and innovative features. Sales orientation focuses on maximizing the sale for the organization. In this case organizations not consider the customer demand they just focus on selling what they produce (Kotler, P. and Keller, K. L., 2006). Kodak actually follows the combination of product and marketing orientation. Kodak involves with continuous development of many products according to the market demand, firstly they developed low resolution digital camera, then they comes with 5, 7.2 and 8.0 megapixel digital cameras. Kodak also launched dual lens digital camera (Kodak corporate n.d.). The technology and digital photography market is very dynamic. Continuous improvement and competition gives customer more choices and day by day customer need is also changing for this specific product type. According to Jobber (2007:5) marketing orientation is “the achievement of corporate goals through meeting and exceeding customer needs and expectations better than the competition.” Kotler and Keller (2006:15) define product orientation as “Organizations focus on making superior products and improving them over time.” In a study of Manzano et al. (2005) finds out that market orientation and innovation both of this are related. Market orientation has positive relationship with organization performance as well. Mazaira et al. (2003) also identify that market orientation has a positive influence on company performance and it also helps an organization to develop a sustainable competitive advantage in the long run. Marketing orientation helps companies to identify the growing demand of target customer on the other hand product orientation helps to develop product with innovative features and high quality products. So that companies can differentiate their product from competitors. From the history of Kodak we can see that in many time occasions Kodak develops different products according to the customers need like – for digital camera segment they have started with 1.3 megapixels and afterward they introduced 5, 7.2, 8 and 12 megapixel digital cameras. On the other hand Kodak introduced Easyshare...