Please reply to the below statement: I picked a company that was dear to my childhood being in my early forties I recall when you wanted to take a picture you needed a Kodak or Polaroid camera. My focus is on Kodak because they were the first company to actually invent a digital camera back in 1975 (Aaslaid. 2019). The company was leading the photographic film market when one of it's engineers created the digital camera. Being a leader in film making the and the digital camera being film less it was quickly tossed to the side as a threat to their general environment. Management told the engineer not to show the invention to anyone and keep it a secret. As times changed Kodak failed to innovate and adapt to the changing times of digital photography even after they were the first to invent it. The company simply missed the chance to introduce a new product that would revolutionize photography forever because they did not want to evolve with the times. Kodak took the digital camera as a disruptive force to the market but did not understand that it could disrupt the market heavily in their favor. As Kodak continued to ignore the digital revolution they missed out on a golden opportunity to be they first in a market that continued to grow. If the company had used a scanning analysis they would have been aware of the changes happening in the photography market and maybe moved on from film to the digital age. Not taking the invention seriously cost Kodak who ultimately filed bankruptcy 2012. It is a shame that companies like this are not still around.