For Inventive Impact, Focus Your Experience

The Kodak case

13/12/2013

Strategy

In 1998, building on a century of accumulated experience, Kodak patented a hybrid camera that recombined or bundled chunks of technology, both digital and analog, to create an entirely new format, the Advanced Photo System, which was marketed to Fujifilm, Nikon and Canon, and received an Innovative Digital Product Award in 2002.

Yet, a mere decade later, Kodak filed for bankruptcy, despite widespread recognition as a pioneering leader in its field. What went wrong?

To understand the complex factors that condition inventive impact, IESE Prof. Anindya Ghosh, together with Xavier Martin (Tilburg University), Johannes Pennings (Wharton) and Filippo Carlo Wezel (University of Lugano & EM Lyon Business School), examined the patents filed by organizations competing in the photographic imaging industry between 1977 and 2002.

This industry represents a good one to study given that, during this period, the sector was evolving fast. Many different electronic and optical technologies were being recombined, resulting in today's digital photography as well as producing casualties, like Kodak, along the way.

Read full article on the IESE Insight website.