ABSTRACT
Once one of the most identifiable brands in the world, Kodak is now facing an uncertain future. The company that virtually brought us photography over a century ago and remains the world's largest maker of photographic film must now make decisions about where to focus its efforts. Several factors have contributed to the company's uncertainty, not the least of which is the advent and popularity of digital cameras and media. In 2003, digital cameras outsold traditional film cameras in the United States for the first time. With 70 percent of its revenue coming from traditional film and photography, Kodak has experienced financial loss that has translated in considerable job cuts at the company. This strategic move will result in a cost savings of about $1 billion annually and will allow Kodak to invest funds into other ventures, technologies, and markets.
