IntroductionThe History of KodakThe Eastman Kodak Company was founded in 1880 as a motion picture company, determined to establish its brand in the market through customer-focused advertising and growth through research and development and low cost costs mass production. Founder George Eastman described Kodak's competitive philosophy by commenting that “nothing is more important than the value of our name and the quality it represents. We must make quality our battle topic” (Gavetti, Henderson & Giorgi, 2005). Kodak's competitive advantage began with black-and-white film, although the company also produced cameras and photographic equipment. As the years passed, Kodak “paid progressively less attention to equipment” and focused more on the development of color films and photofinishing processes (Gavetti et al, 2005). In the 1960s, Kodak focused on growing incremental changes to photographic equipment products, which led Kodak to dominate over 90% of the film market and 85% of the camera market by 1976. Although competitors began to emerge , Kodak was satisfied with the results achieved. of $10 billion in sales. For much of its history, Kodak has been very successful. Kodak began expanding into other lines of business in the 1980s and 1990s, acquiring Clinical Diagnostics, Mass Memory, and Sterling Drug. As Kodak dabbled in other business ventures, the reach of the technology had increased dramatically, giving new entrants a chance to enter a changing market that no longer needed photographic film. Sony and Fuji were two competitors that took advantage of this situation, steadily gaining market share in the digital film industry. While Kodak developed innovative products in the early 1990s... in the paper medium... in the digital arena. Kodak also needs to be sure to increase its knowledge of absorption so that another technological change of this kind does not once again undermine a weak value proposition. Works Cited Gavetti, G., Henderson, R., & Giorgi, S. (2005). Kodak and the digital revolution. Harvard Business School.Innovation Management. (2011). Unpublished raw data, retrieved from http://www.docstoc.com/docs/87282228/Innovation-Management‎Jurevicius, O. (2013, May 27). Insight into strategic management: Porter's five forces. Retrieved from http://www.strategicmanagementinsight.com/tools/porters-five-forces.htmlJurevicius, O. (2013, February 13). Insight into strategic management: SWOT analysis. Retrieved from http://www.strategicmanagementinsight.com/tools/swot-analysis-how-to-do-it.htmlRothaermel, F. T. (2012). Strategic management: concepts and cases. McGraw-Hill/Irwin, p. 105-106.