Week 6 Course Project
B) Written below is a sample communication via the use of a memorandum George Fisher has sent out to his employees at Kodak. In this communication message it will give information about the change Kodak is making into the digital world.

Memorandum

To: All Staff
From: Mr. George Fisher, CEO
Date: January 12, 2002
Subject: Changes to come

For the past ten years we have been designing a strategy to embark on a new change into the digital world, leaving behind the existence of the use of film. It is crucial that we stay above our competitors and continue to change and explore new ways of finding our way in staying competitive in this ever-changing market. That is why we are beginning our conversion from film to digital imaging in the weeks to come. We will launch the changes immediately to in order to get our production started as our estimates are growth show much potential for success.

Now, we might face some obstacles along the way in executing the change. Such as the need to invest in research and “release incrementally updated products in a number of different fields” as soon as possible, but we believe this will work. Therefore, we need you on board because you are the essential factor in helping us making this change a success story, and a great moment in Kodak’s history. We might have to cut some of our losses along the way, such as factories and jobs, in order to keep up with our counterparts and competitors, but there is more information soon to come on this news.

We realize this will have a big impact on your lives as and we would like to extend our support to you during this change by using your team leaders as reinforcement wherein you might feel the need to share your thoughts and feelings.

Right now we will only be distributing preliminary information to keep you informed but we will give you updates as we continue to proceed with this change.

Thank you for your continued support and ongoing pledge in this effort in making this change a reality and a stepping stone for Kodak.

Sincerely,

Mr. George Fisher. CEO

C. The “real world” aspect of this project is that you will write a 1-2 page analysis of one of the media pieces about one of the company’s changes written (or provided via oral media) by the company. For this section of the project, please analyze any media, news, or other communications which explained the change going on in the organization. Explain in your paper how the company handled communicating the change to its stakeholders.
The way Kodak was depicted in the media was saddening to say the least. Many articles and news segments were plastered all over public outlets and especially how the majority of the Kodak event changes went viral online. They were depicted in the worse light as they were recognized for executing the best strategy they had in their hands with the weakest timing. I believe that this bad publicity made Kodak pay in the long run. And unfortunately, event though Kodak came out with the idea of the first Digital Camera in the 1980’s, Sony was the first to release their product in the market before Kodak. It was not until many years later that Kodak decided to hop on the wagon and begin changing their stance on film and take action in finally executing their plan of becoming digitally revolutionized. Even though Kodak made some very bad leadership decisions, they seemed to always communicate to their Stakeholders what was going on behind the scenes to some extent. For example, I believe that Kodak’s “fear of change is understandable, to an extent, but it’s also the kind of backwards, old-fashioned thinking we’re seeing today out of the RIM playbook (pun intended).” This might have also been the thinking of their stakeholders and their honest belief in ‘it’s going to get better.’ Kodak always kept their stake holders in the lop, whether they gave them a lot of information or very little, they always intended on keeping a strong relationship with them because of the hope they have always had in the Kodak business. In an article, entitled, What Happened to Kodak’s Moment, it goes on to discuss the effects all of the changes Kodak experienced along the way and the final steps they are currently taking in the industry.
“After filing for Chapter 11 bankruptcy on January 19, 2012, Bloomberg is reporting that the company intends to shift its business toward printers and its ink. Selling off its camera unit and perhaps its patents should allow for more cash which can be invested in further patent litigation and licensing.
But this is a far cry from the Kodak of yesteryear. Once dominant, the 131-year old company is now fighting for survival and without a massive leap forward in terms of innovation, this may be the end.
There will still be Kodak moments, but there may no longer be a Kodak.” (www.techcrunch.com)

Citation Krook, Jordan. "What happened to Kodak's Moment?" www.techcrunch.com. Jan 21, 2012.