CHAPTER 5

If It’s Such a Great Idea, Why Isn’t Our Competitor Doing It?

Industry Innovation Constraints

“You press the button, we do the rest” was the marketing phrase coined by George Eastman in the 1880s to pitch his idea to the American photographic market. Prior to that time, photography was an expensive and difficult process limited primarily to professionals because cameras were big and the negatives were made on glass plates that needed to be chemically processed soon after exposure. However, after Eastman’s invention of a plastic-based negative film that could be formed into a roll and preloaded in a camera, photography was ...

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