BUSINESS MANAGEMENT AND MARKETING: KODAK AND FUJIFILM COMPANIES Name Institution Affiliation Course Date of Submission Kodak and Fujifilm Kodak and Fujifilm firms have responded to challenges they face from transformation and the evolution of technology that has threatened their traditional management styles for them to be successful. Kodak has gone through a transition phase in 1980s due to introduction of new technology in photography industry specifically the digital photography. Although it is Kodak that developed the many components of digital technology, it did not embrace this invention seriously paving way for its rival in the industry Fujifilm to penetrate in the market rapidly affecting impacting Kodak`s business. This essay will explore the challenges that these firms have faced and their responses to change in order to continue in operating in the industry. Eastman Kodak Company was fully developed in 1888 making it to become a household name after replacing the glass photographic plates with a roll of film which become a success. The guiding principle of Kodak after its invention of the film was mass production at low cost and international distribution focusing on customers through continuous research. The advent of color technology increased success to Kodak Company making it an industry standard by 1963. The company saw increased revenues due to increased product lines and introduction of new products (Finnerty, 2000). The company was able to capture the majority of the US film and camera market since it had the knowledge and processes for success. Kodak got a distinctive competency over its competitors given its scale and operation of its business making it to attain growth for more than 90 years then. The period of 1980s is when the company encountered problems of its market share, revenues and explosion of technology which threatened its survival in the business. The decline in sales of Kodak was attributed to the fierce competition from ...