Kodak & Fuji Eastman Kodak Term Paper

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The company finds itself having to try to attract talented people, but without the cash or desirable location (sorry, Rochester) to attract the best talent. Further, there is perpetual uncertainty about the future of the company. Thus, reinventing itself as an innovator has proven to be a much greater challenge for Kodak than it has been for Fujifilm. Part of the problem was the conservative culture at Kodak, and part of it is that Kodak waited far too long to recognize the changes in the external environment and mount a credible response.

For its part, Fujifilm's management did a better job and the company is performing better today. Also, because it utilizes local production, it is not weighed down by pensions as Kodak is. For both of these companies, the same three steps are recommended to improve managerial flexibility.

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Both companies need to realize that they are now in the technology business and need the types of lean, efficient cultures that drive innovation. Creativity must be given pride of place, and that means in the C-suite as well. Second, culture change needs to be supported with intrapreneurship programs (Alpkan et al., 2010). This will allow the company to develop its own innovation even with low capital availability, by providing managerial support and company time to drive innovation. The third recommendation is that both companies need to widen the scope of related industries. They both still see themselves as imaging firms -- especially Kodak -- but really that business is in a constant state of flux. They need to take a much broader view of what their business is in order to open themselves up to new ideas.

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