Kodak and Fujifilm
Jennifer Lynch
BUS 302
Professor Lawrence Meadors

Describe the history and core business of each company
Kodak was founded in 1880. It was well known for its innovative marketing and pioneering technology. Their slogan in 1888 was “you press the button, we do the rest” (The Last Kodak Moment? 2012). Kodak’s main focus was photography and imaging. By 1976 Kodak accounted for 90% of film and 85% of camera sales in America. Until the 1990’s Kodak was one of the world’s five most valuable brands. George Eastman based his business on four principles: mass production at low cost, international distribution, extensive advertising, and customer focus. Since the executives could not imagine a world without traditional film, they did not pay attention to the advancement of technologies with digital cameras. Kodak filed for bankruptcy in 2012. Fujifilm was established in 1934. The main headquarters was in Japan. They dominated the market in Japan. They became established in the United States in 1965 with their aggressive marketing and low prices. After they sponsored the Olympics in 1984 they started taking over Kodak’s market with equal products at cheaper prices. Over the decades Fuji moved into new markets and built a strong presence around the globe. Fujifilm was prepared for the fast changing market. It widened its business to include digital cameras, printers, photocopiers, and other devices (Fujifilm).
Compare and contrast the approach to management that each company has pursued in order to embrace innovation.
I believe George Eastman with Kodak used the bureaucratic style of management based on the business profile. Bureaucratic management means to rule from the desk. The management seemed to stay within their company and not view the world changing around them. Management refused to listen when they were approached to