Kodak as a Broader, More Diverse, Leader: External Environment and its Impact on Kodak
This 4-page graduate business paper considers the external environment affecting Kodak, a New York film and camera services company. The paper argues that trends - such as the trend for black-and-white photography as well as advances in technology seem to be affecting Kodak most. Changes in technology, especially, mean that Kodak must compete with digital imagery and with consumers’ desire to have images not only created, but also managed and shared. These technological changes and trends have pushed Kodak to acquire a postproduction company and a medical imaging company in the past year, thus expanding the company’s expertise into more varied and novel forms of imaging technology. While the trends and technological advances have threatened Kodak’s traditional sales, they have also allowed Kodak to enter new markets and diversify and expand their company.
