The Demise of Kodak Five ReasonsWord格式.docx
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The Demise of Kodak Five ReasonsWord格式.docx
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Kodak’sdeclarationofbankruptcyearlierthismonthclosedagloriouschapterinthehistoryofphotography.
Withtheintroductionofthefirstautomaticsnapshotcameramorethan110yearsago,Kodaktransformedphotographyfromanalchemy-likeactivitydominatedbyprofessionalsintoahugelypopular—evenobligatory—onethatbecameanintegralpartofpeople’slives.
TogetanideaofhowinstrumentalKodakwasinshapingphotography,justthinkaboutlifebeforeKodak.
Therewasno“Kodakmoment”.
Photographywasmostlyconfinedtoprofessionalswhotookformalportraitsinstudios.Kodakgotphotographyoutofstudiosandintofamilylife.Understandinghowitdidthisisvitaltograspingthereasonsforitsfailure.
REUTERS/StefanWermuth
AKodakfilmdispenserinaphotostoreinLondon.
Theavailabilityofthetechnologywasnotenoughtoestablishthepractiseofpopularphotography.Ideasaboutwhatshouldbephotographed,whenandbywhomalsohadtobeconstructed.
Kodakplayedanimportantroleinthis,withhigh-profileadvertisingcampaignsaimedatestablishingtheneedtopreservesignificantoccasionssuchasfamilyeventsandvacations.ThesewerelabeledKodakmoments,aconceptthatbecameentrenchedineverydaylife.
ThefamilymemberwhocapturedtheseKodakmomentswas,usually,thewife.This,onceagain,wasKodak’sdoing.
Forthefirsthalfofthe20thcentury,Kodakbroughtoutadsfeaturingthe“Kodakgirl”,whosymbolizedthemodern,adventurousfemale.However,inkeepingwithnormativeexpectationsofthetime,shewasnotonlymodernandfashionable,butalsoaresponsiblewifeandmother.
Kodak’sadcampaignsemphasizedhow—ifwomenweretoappearasresponsibleandcaringwivesandmothers—theyweremorallyobligedtokeepameticulousrecordoftheirfamily’shistory.TheycoulddothisbypreservingthoseKodakmoments.
AsaresultofKodak’sefforts,womenwentontobecomethemostlucrativemarketsegmentforphotography.Itwasthatloyalcontingentof“soccermoms”thatfundedKodak’sinexorablerise:
theytookmorepicturesthaneveryoneelse,printedthem,sharedthematcoffeemornings,savedtheminalbumsanddisplayedtheminthelivingroom.
Thus,whendigitaltechnologyarrivedinthephotographicindustry,Kodakinhabitedaworldthatwaslargelyitsowncreation.
TherewasnoonemoresteepedinitthanKodak.ThisbecameobvioustomewhenIspentadaywithKodak’stopmanagementintheirRochesterheadquartersintheU.S.about11yearsago.Bytheendoftheday,Iwasconvincedthatthiscompanywasnotgoingtobearoundmuchlonger.Afewyearslater,IwrotethatKodakwaspursuingafundamentallyflawedstrategy,andhencewerethrowinggoodmoneyafterbad.Sixyearslater,Iwassadtoseemypredictioncometrue.
HerearethetopfivereasonsforKodak’sdemise:
1.CaughtinTime
Kodak’stopmanagementneverfullygraspedhowtheworldaroundthemwaschanging.Theyhungontonowobsoleteassumptionsaboutwhotookpictures,whyandwhen.
Kodakalwaysthoughtthatpeoplewouldneverpartwithhardprintsandthatpeoplevaluedfilm-basedphotosfortheirhighquality.Inotherwords,theysawdigitalasadirectsubstituteforfilmbasedphotography.Itwasinterestingtoseehowlittlethismindsethadshiftedeven20yearslater.Intheend,digitalcamerascametodominatenotbecausetheyofferedhigherqualityorbecauseeveryonewasabletoorinclinedtogetasetofhardprintseasily,butbecausetheydidnotfeeltheneedto.
2.EveryPictureTellsaStory
Withdigital,asignificantshiftinmind-setoccurredinthemeaningsassociatedwithcameras.Ratherthanbeingidentifiedasapieceofpurelyphotographicequipment,digitalcamerascametobeseenaselectronicgadgets.
Theimplicationsofthisshiftwereenormous.
Withdigitaldevices,newcomerssuchasSonywereabletobypassoneofKodak’smassivestrengths:
itsdistributionnetwork.Instead,digitalcamerasbecameavailableinelectronicretailoutletsnexttoothergadgets.KodakwasnowplayingonSony’sandotherentrants’turfratherthanitsown.Similarly,Kodak’sbrandcametobeassociatedwithtraditionalphotographyratherthandigital.
3.BacktotheFuture
“Digital”disruptedKodak’sneatequilibriuminyetanotherimportantway;
womenwerenolongerthemaincustomers,menwere.
Withwomengivingwaytomenasprimaryusersofcameras,Kodak—whichexcelledatmarketingtowomen—lostitsfooting.Withdigitalcameras,imagescouldbeviewedonthecamera,phoneoraPCwithoutanyneedforhardprints.
ForKodak,theseveringofthelinkbetweentakingphotographsandhardcopyprintswasaseriousconcern.Whilementooklotsofpictures,theirrolehadneverbeenthatoffamilyarchivists(arolereservedforwomen).Hencetheytendedtotakepicturesthatindust
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