Question: QUESTION 5:(25 MARKS) CASE STUDY: Kodak, a technology company that dominated the photographic film market during most of the 20th century. The company blew its

QUESTION 5:(25 MARKS)

CASE STUDY:

Kodak, a technology company that dominated the photographic film market during most of the 20th century. The company blew its chance to lead the digital photography revolution as they were in denial for too long. Steve Sasson, the Kodak engineer, invented the first digital camera back in 1975. But it was filmless photography, so managements reaction was, thats cutebut dont tell anyone about it, says Sasson. The leaders of Kodak failed to see digital photography as a disruptive technology. A former vice-president of Kodak Don Strickland says: We developed the worlds first consumer digital camera but we could not get approval to launch or sell it because of fear of the effects on the film market. The management was so focused on the film success that they missed the digital revolution after starting it. Kodak filed for bankruptcy in 2012. The Kodak failure surprised many. From the case study, it becomes obvious that Kodaks lack of innovation led to its ultimate demise.

5.1 Discuss how Kodak could have used the new product development framework (NDP) to have remained sustainable and competitive.

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