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Corporate Plasticity: How to Change, Adapt, and Excel by Alenka Triplat, Wayne Brown, Christian Schuh, Wim Plaizier, Laurent Chevreux

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Kodak

(A lack of) purpose, culture, spirit, network, leadership

George Eastman formed Eastman Kodak in 1888 in Rochester, New York. Kodak transformed photography from something done in a studio by a professional to something that was integral to modern family life. It established the practice of popular photography, and throughout the 20th century was one of the world’s most recognized brands. Yet by 2012, this industrial icon filed for Chapter 11 bankruptcy protection. What went wrong?

Kodak’s early history illustrates that it once had substantial Corporate Plasticity. George Eastman was an innovator and entrepreneur, and he boldly transformed the business twice: dry-plate photography was abandoned to move to film, and when Kodak dominated ...

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