1、Unit 13The Last Moment of Kodak ContentsKodaks History1Reasons of Kodaks Decline2Present Situation3Topics for discussion4George Eastman-the founderBoyhood Born in 1854 in New York State,USA His father died when he was 5.He continued school until 14 years old.A messenger boy,a office boy,a junior cle
2、rk.Trials of An Amateur Making plans for a vacation to Santo Domingo when he was 24 The camera was too big to be carried He was completedly absorbed in the photography and after 3-year experiment,a formula was worked outBirth of a company In April,1880,he rented the third floor of a building and beg
3、an to manufacture dry plates for sale.Kodak-The companyEarly years On January 1,1881,Eastman and Strong formed a partnership called the Eastman Dry Plate Company.Early years In 1884,with 14 shareowners a new firm-the Eastman Dry Plate and Film Company was established.A successive concern-the Eastman
4、 Company,was formed in 1889 Early years In 1901,the present firm-Eastman Kodak Company of New Jersey-was formed under the laws of that state.Four Principles Mass production at low cost International distribution Extensive advertising Focus on customers Quality&Ethics Values-Driven Behaviors Attentio
5、n To Quality Strong Corporate Governance Workforce Policies Joseph Nicphore Nipce 1826年年拍出了世界上第拍出了世界上第一张永久性照片一张永久性照片伊士曼柯达公司首席执行官兼总裁 2012宣布柯达申请破产保护彭安东彭安东1837年年发明银版照相法发明银版照相法法国美术家和化法国美术家和化学家，学家，Louis-Jacques-Mand Daguerre George Eastman1880年年发明了胶卷发明了胶卷 成立柯达公司成立柯达公司 1995发布首发布首款傻瓜型款傻瓜型(point-and-shoot)相
6、机相机 Steve Cescon1975年发明年发明世界上第一世界上第一台数码相机台数码相机发明发明CCD成成像元件像元件Thomas Alva Edison1892年和伊士年和伊士曼合作对胶卷曼合作对胶卷改装成了改装成了35mm电影胶电影胶卷适用于活动卷适用于活动电影机电影机Evolution of the brand logoEarly 1900s.Kodak is the first company to integrate its name and look into a symbol.1930s.Focus moved to the Kodak name and the red an
7、d yellow trade dress color.1960s.The corner curl was introduced.1970s.The mark retained the red and yellow colors and the Kodak name,but a box and graphic K element were added.1980s.A more contemporary type font streamlined the Kodak name within the existing logo.Today.The box is gone,simplifying th
8、e logo.The rounded type font and distinctive a give the name a more contemporary look.Kodak is continuing to use this logo with its sharpened focus on imaging for business.Innovation In 1917,developed aerial cameras In 1932,introduced first 8-millimeter motion picture system consisting of film camer
9、as and projectors.In 2005,The Kodak Easyshare-One Digital Camera,the worlds first wi-fi consumer digital camera capable of sending pictures by email,was unveiled In 1957,introduced the first completely automatic projector In 1975,invented the first digital camera.December,2010,Standard&Poors removed
10、 Kodak from its S&P 500 index.January 19,2012,Kodak filed for bankruptcy protection.The company was delisted from NYSE and moved to OTC exchange.February 9,2012,Kodak announces that it will exit the digital image capital business.Kodak in China-Growth and Localization After George Fisher joined Koda
11、k as Chairman,President and CEO in December 1993,he recognized China as a huge opportunity and formed the Greater China Region.The company stepped up its pace of expansion in China since then.Kodak was pushing aggressively into the Chinese market around 2000.Reasons for Kodaks Decline Circumstances
12、are both uncerain and dynamic.Rapid decline in demand for traditional photography equipment in developed economies Rapid growth in demand for digital cameras in developed economies Steady decline in demand for film and photo processingPresent Situation Listed again in NYSE(KODK)Image printing and se
13、rviceTopics for Discussion What threats does new technology pose on traditional industries?Discuss about the stories of successful companies in the world and find the common features?What can destructive innovation bring to modern world?KeyA.1.three-pronged 2.pioneering 3.consensus 4.portfolio 5.pub
14、licity6.omen placent 8.expertise 9.transform 10.diversifyB.1.as perfect as a picture2.to get something away from ones domain3.disused,antiquated,outmoded in design,style,or construction:4.to get along,to do something well or badly5.of considerable size or amount6.to progress by large jumps instead o
15、f small increments7.to be very satisfied with the present situation and do not want to make any change8.to continue naturally until it has finished,proceed to its logical or natural conclusion C.1.据说，列宁曾嘲笑资本家会将绞死他自己的绳子卖给你。2.柯达于1975年制造出了世界上第一台数码相机，这项技术以及随后拍照智能手机的发展，现在已经将柯达传统的胶片和相机制造业务冲击得奄奄一息。3.数周来，传闻
16、一直围绕着罗切斯特，柯达依然在这个依赖大公司生存的小城占据统治地位，如果不能尽快出售它持有的知识产权资产，那么这家百年企业将会破产。4.但是柯达到目前为止都没有作出适当的调整，而富士胶片却已经成功转型为一家稳定赢利的公司。富士胶片的市值即使在经历了惨淡的一年后，也有约126亿美元，柯达仅为2.2亿美元。5.它制定了一项三管齐下策略：在传统的胶片业务领域尽可能挤压利润，准备向数码业务转型，开发全新业务领域。6.这一弱点在1984年洛杉矶奥运会赞助权争夺战中得到体现，正当柯达举棋不定时，富士胶片却已将赞助权收入囊中。7.哈佛商学院的Rosabeth Moss Kanter 曾为柯达提供咨询服务，她
17、说：“柯达高管只对完美的产品感兴趣，缺乏现代高科技企业应有的制造-发布-改进思维。”8.尽管富士胶片的慷慨赔偿缓和了这次突击行动的冲击，但在日本公司当中，这样的举动依旧不具有代表性。9.尽管如此，大前研一认为在日本存在一种长期的公司文化，公司股东不会对公司短期表现施加很大压力，也能容忍公司持有大量现金，这使富士胶片可以更容易按古森重隆的设想进行改革。10.柯达所犯的错误和美国历史上另一个失败者-制造计算机的数字设备公司并不一样，后者是因为没能认识到个人计算机业务发展的重要性而失败，那时它的管理层还躺在舒适的椅子里打着盹呢。Christensen认为：“柯达的失败更像是眼见一场海啸的来临却发现自己对此无能为力。”
