Business Practices of Eastman Kodak and Fujifilm: History, Approaches, Management, and Marketing People around the globe use photography as a part of their lives—hundreds of millions of lives. The widespread availability and ease of owning a camera is, today, now a product of the digital age. Whether picture enthusiasts haveconventional cameras or point and shoot digital cameras to capture their family moments or day-to-day activities or photography businesses capturing consumers’ moments by way of a large production advertisement, photography touches people in many ways. Either way, photography is an enjoyable hobby for the novice or professional, and it leaves indelible legacies into people’s lives. The legacies can be attributed to the forward-thinking mind of film imaging companies, Eastman Kodak and Fujifilm. Although Eastman Kodak and Fujifilm share some similar business practices in the imaging industry, the two companies display altering views with their approach, management, and marketing to the film-imaging consumer. Eastman Kodak Company was created in 1888 by George Eastman (“Kodak,” n.d.). Eastman Kodak Company, commonly known as Kodak, is an American technology company, which focuses on imaging solutions and services for businesses. The company is headquartered in Rochester, New York (“Kodak,” n.d.). According to the company’s official website, it states, “Eastman Kodak has been a developer and pioneer of photographic films for over 130 years. Eastman Kodak’s name has been synonymous with print imaging today since George Eastman established the company; the company was also a key component with providing images to Hollywood films” (“About Kodak,” n.d.). In January 2012, Kodak filed for bankruptcy protection. The company was unprepared for the rapid changes in new technologies, which was ambiguous to many who credited Eastman Kodak for developing the digital camera (“Kodak,” n.d.). However, Fujifilm, a Japanese competitor to Eastman Kodak, has...
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