ABSTRACT
In 1888, founder George Eastman launched the first camera that boasted great ease of use (i.e., “You press the button; we do the rest”). In 1900, Kodak introduced the Brownie camera, which cost the consumer just one dollar. It was an instant success. The company introduced the first pocket camera in the 1960s, and the even smaller 110mm film camera in the 1970s. Kodak maintained its position as industry leader for over a century, with numerous product innovations and high sales.2 In 2001, Kodak had 75 percent of the market for all films, and processed 40 percent of all film in the United States. But the emergence of digital photography, which does not require film, sounded an ominous note for Kodak’s traditional areas of dominance.
